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Gaining satisfaction and trust in buyer-supplier relationships in the Mauritian textile industry

journal contribution
posted on 06.12.2017, 00:00 by RR Ramsaran-Fowdar, MNS Labiche
This study investigates how far Mauritian textile and clothing (T & C) suppliers are involved in building close and long-term relationships with their customers as part of their strategyto stay competitive in an increasingly turbulent environment. Based on a modified model initially developed by Rexha (1998), two conditions, satisfaction and trust, are advanced as being crucial to reap the benefits of close buyer–supplier relationships. As per the model, close buyer–supplier relationships start with satisfaction. Once this is achieved, it is important to elevate the relationship by including the element of trust so that this close relationship can lead to such outcomes as increased customer retention rates, reduction in cost of serving each customer, better tailoring of product or service, and increased number of referrals. A mail questionnaire was sent to a sample of 100 T& C firms and a response rate of 41 per cent was achieved within three weeks in 2002. It was found that the firms surveyed were particularly focused on ensuring customer satisfaction, making little tangible and intangible investments necessary to build trust in their customer relationships.

History

Volume

96

Issue

3

Start Page

143

End Page

156

eISSN

1754-2340

ISSN

0040-5000

Location

United Kingdom

Publisher

Taylor & Francis

Language

en-aus

Peer Reviewed

Yes

Open Access

No

External Author Affiliations

University of Mauritius;

Era Eligible

Yes

Journal

Journal of the Textile Institute

Exports

CQUniversity

Exports