Trust in effective relationship management on the procurement market
Trust in effective relationship management on the procurement market

Summary/Abstract: The aim of this article is to present the results of research concerning farmers’ trust in the manufacturers of crop protection chemicals. The authors examined farmers’ level of trust in the three groups of manufacturing companies: innovative companies, generic companies, and hybrid companies. The results show that the highest level of trust in the crop protection chemicals market is ascribed to the innovative companies. This high level of confidence is influenced, above all, by previous positive experience of the farmers with the product or manufacturer, the scale of the marketing activities of such companies, the number of their products available on the market, and the on-site customer support regarding decision making during shopping.

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