The paper here contributes to the literature in a number of meaningful ways. First, we explore loyalty strategies used by agri-food industries to maintain distributors. This enables us to better understand how trust can boost agri-food B-to-B relationships and distributor’s loyalty. We also investigate exactly the trust dimension (benevolence; credibility) that affects more loyalty in the agri-food industry. A better understanding of the trust dimension should provide practical guidelines as to how to facilitate loyalty in B-to-B relationships. In addition, we test the two dimensions of loyalty and the importance of the attitudinal one. Using structural equation modeling to analyze data, our findings confirm the importance of benevolence in relationships between Moroccan agri-food industries and their distributors. Indeed, the results explain that the development of customer loyalty is influenced by the development of benevolence in relationships with distributors, especially on attitudinal loyalty.
Ouhna, L. (2019), "Trust in Relationships with Agri-food Distribution", New Insights on Trust in Business-to-Business Relationships (Advances in Business Marketing and Purchasing, Vol. 26), Emerald Publishing Limited, Bingley, pp. 103-119. https://doi.org/10.1108/S1069-096420190000026009
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