A dyad perspective of buyer-seller relationships - the case of Taiwan agribusinesses

Abstract

The research reported in this study investigates how agribusinesses in Taiwan evaluate their existing business relationships and identifies the areas for improvement. These areas were examined in terms of the variables of the five-stage buyer-seller relationships development process from the existing literature and this was achieved through a series of 20 in-depth interviews conducted with 10 agribusinesses from a dyadic perspective. The findings revealed that at the early stages of the relationship, organisations were concern with achieving product and service reliability and quality. Whilst trust, commitments, co-operation, shared goals, social and structural bonds were regarded as more critical in the later stages of the relationship for the development of a closer long-term relationship. The research findings also highlighted five areas for improvement in a buyer-seller relationship that could vary in their relevance and importance at each level of the relationship.