University of Twente Student Theses
The impact of trust, tactics and process on the perceived relationship between buyers and suppliers in B2B negotiations
Findik, S.S. (2020) The impact of trust, tactics and process on the perceived relationship between buyers and suppliers in B2B negotiations.
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| Abstract: | This study aims to examine to what extent negotiation factors such as trust, tactics and process impact the perceived relationship between suppliers and buyers in B2B settings. The expected output of this research is to bridge theory and practice by providing a conceptual model that will guide both procurement and sales professionals into developing their negotiation skills so they can improve the relationship with their counterpart and potentially increase the value of their B2B negotiations. For this study, a dyadic approach has been carried out with regards to data collection. The results from the quantitative analysis show that higher levels of trust (in terms of reciprocity, transparency and fairness), more use of integrative tactics and a better process (in terms of a smoother negotiation process and bonding) all show statistically significant effects on the Perceived Relationship Score of buyers and suppliers. However, further research is needed to identify other potential negotiation factors that may influence B2B relations between buyers and suppliers. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/85085 |
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