Buyer and Seller Relationship in Malaysia's Dairy Industry (Paperback)

This book examines buyer and seller relationships between dairy producers and milk buyers in Malaysia. The study investigates the determinants of long-term relationships. While relationship marketing has received considerable attention in many industry sectors, few studies have addressed the food industry. The existing agri-food studies emphasize long-term relationships, investigating variables such as trust, relationship quality and quanxi networks. This book addresses how buyers and sellers interact and what influences them to engage in longer-term relationships to improve their business performance.