KEY FACTORS DETERMINING RELATIONSHIP MARKETING IN THE FOOD E-COMMERCE NETWORK: A BUSINESS-TO-BUSINESS SERVICE PERSPECTIVE

Discussion about the business and marketing paradigm is observed by shifting the focus from product-focused to customer-focused with service - dominant logic orientation. Digital technology advancement, such as the Internet and social media, has influenced business and marketing practices into online business, such as e-commerce, including food businesses. This study explored the factors determining marketing relationship s in the food e-commerce network. An i nductive research method was applied, and data were analysed using thematic analysis based on in-depth interviews with various business actors involve d in the food e-commerce chain. The results reveal seven critical elements that determine a success relationship marketing in the food e-commerce network: commitment, communication, trust, coordination, reputation, professionalism, and relationship risk. The analysis provides a foundation for further development of relationship marketing in the food businesses on using e-commerce and service - dominant logic as the underlying principle for farmer producers, traders or suppliers, and retailers.