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- Title
RELATIONS ENTRE ACHETEUR ET VENDEUR.
- Authors
AKROUT, WAFA; AKROUT, HOUCINE
- Abstract
The role of trust in the maintenance and continuity of B-to-B relations has been established; however, understanding its evolution in the buyer/seller relationship remains problematic for manufacturers. Conducted among buyers in several industry sectors, our research underlines the changing nature and determinants of trust; denoting a better organization of the sales force and an adaptation of the seller profile to the various stages of the relationship. We also recommend targeted actions to maintain and durably sustain a high level of trust.
- Subjects
TRUST; BUSINESS to consumer transactions; CUSTOMER relations; RELATIONSHIP marketing; MARKETING
- Publication
Décisions Marketing, 2010, Issue 57, p53
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/dm.057.53.61