Key factors to long-term relationships between wine suppliers and restaurants

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Today sellers do not want to make only pure transactions. Instead they prefer to establish long-term and secure relationships to the benefit of both partners. Our intention with this dissertation was to identify key factors leading to long-term relationships between wine suppliers and restaurants. From these key factors we developed a model and applied it to relationships between above mentioned parties in Malmö, Eslöv, Höör, Ängelholm and Laholm. According to our model commitment leads to long-term relationships between wine suppliers and restaurants. We also claimed that commitment is indirectly achieved by communication, knowledge, and shared values and directly achieved by trust. To collect empirical material we performed a case study and a telephone survey. The investigation showed that there is a posit...