Effective long-term relationship management strategies to enhance value co-creation among business partners
by Kanyarat Sukhawatthanakun
J. for International Business and Entrepreneurship Development (JIBED), Vol. 15, No. 2, 2023

Abstract: Business circumstances change rapidly nowadays, so business goals cannot be achieved without business partners. Thus, this study investigated the factors involved in effective long-term relationship management to enhance value co-creation among business partners through four variable factor elements: organisational management, partner characteristics, resource sharing, and market orientation. The quantitative data was collected from 500 executives in Thailand's business sector using a questionnaire; the data was analysed through descriptive, inference, and multivariate statistics, CFA, S-CFA, and SEM using the techniques for cutting off variable factors. The hypothesis test results showed that the focus of businesses in the industrial sector and service-sector businesses concerning the factors involved statistically significant differences. The empirical results theoretically contribute to developing guidelines for long-term relationship management and have managerial implications for the value co-creation among business partners.

Online publication date: Sun, 13-Aug-2023

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