Author: Lee, Chun-ying Andrew
Title: An exploration of trust and buyer-seller relationship quality in the Hong Kong toy industry
Degree: D.B.A.
Year: 2004
Subject: Hong Kong Polytechnic University -- Dissertations
Toy industry -- China -- Hong Kong
Sales, Conditional -- China -- Hong Kong
Relationship marketing -- China -- Hong Kong
Department: Graduate School of Business
Pages: v, 204 leaves : ill. ; 30 cm
Language: English
Abstract: The board objective of this exploratory research is to seek to better understand the impact of trust on buyer-seller relationships and hence its impact on business performance. The research focused on how trust impacts on relationship quality in the context of both up-stream and down-stream relationships with particular attention being paid to the direction of the relationship and the ethnicity of the business partner on trust's role as a driver of relationship quality. Trust is central to relationship marketing in research, but there is a lack of research on trust in non-Western setting and from the buyer's perspective. Five propositions are developed and tested with three Chinese Hong Kong Original Equipment Manufacturing (OEM) toy manufacturers, who have relationships with a variety of suppliers and customers, selected for case study. The OEM toy industry is chosen for this study because the toy industry is well established with strong export record and OEM is the most usual forms of set up in Hong Kong industry. The manufacturers were asked to describe business-to-business relationships, two for suppliers and two for customers, where one is with Chinese and the other with Westerner. Data collected from on-site interviews were transcribed, coded and categorized using NVivo. There is a significant degree of uniformity in the pattern of results obtained from analyzing the three selected cases with the preliminary propositions. Trust is found to be very important in developing business relationships and helps to drive relationship quality and improves business performance. Other important drivers for relationship quality and trust are identified in the study. A model is then suggested to summarize the implications for further investigation.
Rights: All rights reserved
Access: restricted access

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