Title: Relationship value in Thai business-to-business marketing: an empirical study

Authors: Nattavud Pimpa

Addresses: School of Management, RMIT University, Building 108, Bourke Street, Melbourne, Australia

Abstract: Buyer-seller relationship in business-to-business has been perceived as one of the key strategies in business sustainability. However, different international marketplaces require different business strategies to foster buyer-seller-relationship. This study examines what contributes to the business relationship in the Thai context. Marketing, product, technical, logistics, financial, risk-reduction, informational and strategic benefits were tested as variables to predict buyer-seller relationship in Thailand. The study reveals significant differences in factors contributing to relationship among business in the city and country. The results verify that risk-reduction strategy and marketing benefits for partners are strongly recommended as key relationship building strategies with Thai partners.

Keywords: relationship value; business consumers; customer-supplier relationships; buyer-seller relationship; Thailand; business-to-business; B2B marketing; risk reduction.

DOI: 10.1504/IJBG.2009.023502

International Journal of Business and Globalisation, 2009 Vol.3 No.3, pp.325 - 337

Published online: 25 Feb 2009 *

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