However, several kinds of literature advocate in favour of power and assert that power is the most important aspect of a buyer-supplier relationship and its outcome, but the power is not so important in comparison to the mutual trust and personal relationship. In this competitive market, where the market is open, and everyone has equal opportunity and multiple options, the concept of the power is decreasing. In this context, the mutual trust and understanding are more important than the power dominance within the buyer and supplier relationship. Currently, there are several business organizations have similar types of products and services (Wang, 2011). Hence, the buyers have many options. Moreover, in this context, the organization must depend on their customers’ relationship, brand recognition and brand value and try to improve the reputation of the company as well as have to enhance the trust of the customers upon the company. It helps in improving the buyers and suppliers’ relationship and thus influencing the outcome of the relationship in favour of the organization. The expel of Tesco Plc can be given in this context to support the statement. The company Tesco Plc. is one of the leading retailers of the UK as well as a significant name among the renowned global retailers. The company provides utmost emphasis on the customers and tries to develop effective strategies to support customers’ satisfaction.
The company Tesco Plc. has introduced loyalty card for its customers and used to maintain a large database of their customers, and offer special discount and rebates to their customers on their special days. In this way, acquired a good relationship with the customers, it supports in enhancing the trust of the customers on the company, and they use to buy their required items from Tesco thus the productivity of the company increases and so the profitability. In this way, the company can create a large and loyal customers’ base, which is considered as the most treasured strength of the company (Weele, 2015).
Hence, it can be stated that mutual trust is more important than the dominant power in the buyer-supplier relationship and outcome.
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