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- Title
A Interferência da Relação Comprador-vendedor e da Dimensão da Confiança na Percepção de Injustiça do Preço.
- Authors
Ortiz Ubal, Valentina; Slongo, Luiz Antonio
- Abstract
The existing theory about the issue of price unfairness perception argues that this is influenced by different dimensions of trust associated with Relationship between the buyer and the seller. Some authors argue that the longer Relationship and the greater the confidence, the higher the perception of unfairness price when a distinct and disadvantageous price is paid compared to other buyers. However, other scholars interpose, claiming that Relationship and trust are minimizing agents of price unfairness perception. In this sense, the main objective of this paper was to analyze the interference of the buyer-seller relationship and trust dimension in price unfairness perception. Thereby, it was conducted a literature review and a qualitative exploratory study to underpin the formulation of study proposals on the subject. Interviews were conducted with six managers of companies located in the Brazil-Uruguay Frontier, in order to discover the point of view of business society on the subject. It was found that when there is a high trust between the buyer and the seller, the apprehension of a difference and disadvantageous price payment situation from the buyer creates a higher price unfairness perception from he/she. In addition, it was discovered that when there is more confidence, it is expected greater commitment and there are greater expectations about the actions of the other party and when is perceived injustice in the price charged by the seller it is understood that there was a betrayal.
- Publication
RAIMED: Revista de Administração IMED, 2018, Vol 8, Issue 1, p99
- ISSN
2237-7956
- Publication type
Article
- DOI
10.18256/2237-7956.2018.v8i1.2102