Trust Formation in Food Manufacturer–Distributor Relation in Africa: Evidence From Tanzania

Abstract

This article looks at the formation of trust in developing economies focusing on food manufacturer–distributor relationship. The study used the descriptive phenomenological method to understand how actors in the food value chain develop trust in a business environment where one cannot enforce the contract. In general, the study identifies three dimensions of trust in the food manufacturer–distributor relationship in Tanzania, namely, the use of personal relationship, social gathering and trade credit. The article shows the implication of the study to managers and policy and areas for further research were provided.

Keywords

Distributor Food Manufacturers Relationship Marketing Tanzania Trust

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