KEY DRIVERS FOR THE DEVELOPMENT AND MAINTENANCE OF  BUSINESS-TO-BUSINESS (B2B) RELATIONSHIP: A REVIEW

Partha Prasad  Chowdhury

doi:10.53808/KUS.2016.13.1.1403-M

Authors

Partha Prasad Chowdhury Department of Marketing, American International University-Bangladesh (AIUB), House 83/B, Road 04, Kamal Ataturk Avenue, Banani, Dhaka 1213, Bangladesh, Bangladesh

DOI:

https://doi.org/10.53808/KUS.2016.13.1.1403-M

Keywords:

Chaotic marketplace, sustainable competitive advantage, Business-to-Business relationship

Abstract

Marketing literature suggests that developing and maintaining business-to-business (B2B) relationship is very much important to gain sustainable competitive advantage; however literature detailing with key drivers of developing B2B relationship is scarce. This study thus endeavours to fill the gap by integrating the concept of key drivers for B2B relationship. Many drivers may help the development and maintenance of B2B relationship. But there are some common and key drivers that play the major role in the development and maintenance of their relationship. The study indicates that key drivers of B2B relationship are trust and commitment, communication, dependence, IT and market/customer orientation, customer satisfaction, opportunism. The study suggests marketing practitioners some guidelines to develop long-lasting relationship with their business customers who can be used as a differentiator.

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