Trilateral Trust Building

Companies embedded in customer relationship management face the dilemma of balancing relationships at both the interpersonal and inter-organizational levels by satisfying an external end-customer requirement. Previous studies tend to examine one area, either sharing resources in two party cooperation or performing specific activities in gaining competitive advantages to one side, but not to empirically test the complex and simultaneous multiplex links between cooperative antecedents of relation value involving three parties. The findings will assist companies to capture the perceived attractiveness of the buyer as an alliance.