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Type: Journal article
Title: Linking price satisfaction and business performance in Malaysia's dairy industry
Author: Boniface, B.
Gyau, A.
Stringer, R.
Citation: Asia Pacific Journal of Marketing and Logistics, 2012; 24(2):288-304
Publisher: Emerald Insight
Issue Date: 2012
ISSN: 1355-5855
Statement of
Bonaventure Boniface, Amos Gyau, Randy Stringer
Abstract: Purpose – Price satisfaction is an influential factor in competitive performance and business success. Strong price satisfaction enhances and sustains high quality business relationships, leading to improved profits for chain participants. The purpose of this paper is to explore the dimensions of price satisfaction in the context of the Malaysian dairy industry. The aim is to determine which dimensions of price satisfaction affect relationship performance between Malaysian dairy producers and the dairy processers who purchase their milk. Design/methodology/approach – In total, eight hypotheses are tested using partial least square methods on survey results from 133 dairy producers in Malaysia. Findings – The study results suggest that relative price, price-quality ratio and price fairness influence producers’ loyalty and improved business relationship performance. Practical implications – To achieve long-term, sustainable business relationships involving consistent high quality supplies, milk buyers need to understand and capture the price satisfaction dimensions. Originality/value – The paper provides insights into the important linkages between price satisfaction and business performance in an agriculture industry.
Keywords: Malaysia; agriculture; milk; prices; business-to-business marketing; price satisfaction; business performance; dairy industry
Rights: © Emerald Group Publishing Limited
DOI: 10.1108/13555851211218066
Appears in Collections:Aurora harvest 8
Global Food Studies publications

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