Buyer-Supplier Relationship Quality in Morocco Context: Qualitative Study

In an intensely competitive business, companies are increasingly depending on their suppliers in order to gain significant share of market and to seek performance. Founding strong and stable buyer-supplier relationships is, in itself, a competitive advantage. Despite the fact that relationship quality has been considered as a higher concept susceptible to apprehend business relationships, so far there is no consensus among researchers in term of this large construct dimensions. Therefore, the aim of this work is to study the buyer-supplier relationship quality in Morocco context in particular in fish canning industry in Souss-Massa region, for the purpose of making a link between literature and the field of research and identifying which dimensions are adequate to buyer-supplier relationship in our context.