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Trust-Commitment Model of Buyer-Supplier Relationships

College of Charleston, CrottsJ{at}cofc.edu

Charis M. Alderson Coppage

College of Charleston

Abuna Andibo

University of South Carolina

Restaurant buyers’ relationships with their suppliers were the focus of this study. Business marketing of this nature, where one firm sells to another, has undergone a paradigm shift away from an adversarial model to a cooperative model where many firms have learned that more value can be created by working creatively and effectively with one another. Drawing from the business marketing literature, this article puts forth and tests a model of buyer-supplier relationships where a number of factors are proposed to influence the level of trust and commitment restaurant buyers have with their wholesale suppliers. In addition, this study explores the perceived advantages and disadvantages of creating fewer but more closely integrated buyer-seller relationships from the perspective of restaurateurs. It is hoped that the proposed model and its test will invite future research in an area that has been largely neglected by hospitality and tourism researchers.

Key Words: buyer-supplier relationships • value chains

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