Long Term Collaborative Business Relationships: The Impact of Trust and C3Behaviour

Andrew S. Humphries · Richard Wilding

53 citations0/0 files storedJournal of Marketing Management

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Customer Service Quality and Loyalty Quality and Supply Management Business Strategy and Innovation

Abstract

Long-term, collaborative business relationships are like marriages where tolerance, forbearance and some reduction of freedom as well as innovation are necessary to ensure success. Trust and co-operative behaviours are known to be essential ingredients in securing an environment of continuous improvement but, how they are correlated has yet to be tested. The paper describes a research project within a sample of long-term monopoly businesses as a novel approach to bringing trust and cooperation, co-ordination and collaboration (C3 Behaviour) into sharper focus without competitive distractions. It was found that a correlation between trust and C3 Behaviour and the success of the collaborative relationship exists.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1998Not So Different After All: A Cross-Discipline View Of Trust 1987Developing Buyer-Seller Relationships 1997An Examination of the Nature of Trust in Buyer-Seller Relationships 1994Determinants of Long-Term Orientation in Buyer-Seller Relationships 1985The Evolution of Cooperation 1999Working with Emotional Intelligence 1995DOES FAMILIARITY BREED TRUST? THE IMPLICATIONS OF REPEATED TIES FOR CONTRACTUAL CHOICE IN ALLIANCES.

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