Business-to-business relationships by categories of suppliers in the marketing channel

This study compares buyer-seller relational dimensions for three categories of supplier (small primary producers, large primary producers and wholesalers) in the Zimbabwean horticultural sector. The results show significant differences for most relational dimensions. Small primary producers showed the highest levels of instrumental satisfaction in their relationship with their main buyer and also the highest levels of dependence and conflict resulting in lower levels of trust and cooperation. Small primary producers also showed the highest level of adaptability of the three groups. Large primary producers showed higher levels of long-term orientation and commitment than wholesalers. Wholesalers showed high levels of social bonding, trust and cooperation relative to the other two groups.