Much of the innovation in agriculture over the last 50 years has been science based, meaning that manufacturers have developed new solutions for farmers through equipment, chemicals and technology.
Trust is an integral part of any successful business relationship. In this article, the authors look at how farmers perceive building trust in business relationships.
This research begins with the idea that the benefit a buyer receives from a service is a multi-faceted concept made up of functional, emotional and social benefits. The results show that all three are important to a business buyer’s overall satisfaction.