Surinah Albat (2017) Exploring buyer-seller relationship for yellowfin tuna supply chain in Semporna, Sabah, Malaysia. Masters thesis, Universiti Malaysia Sabah.
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Abstract
Ooil palm Semporna is among the three important areas which produce yellowfin tuna apart from Penang and Labuan. Generally, tuna supply chain in Semporna is changing in the demand as well as supply due to low in the production stage and quality issue. Hence, this study which use a relationship marketing approach aims to explore the buyerseller relationship and the influence towards their business performance. Buyer and seller are everywhere seeking ways to perform a creative environment such as creating value to their business relationship. While, business performance received diverse research on determining the efficiency and efficacy of the business. Yet, little is known on the study of the successfulness of buyer-seller relationship in this high commodities industry. Thus, the study takes the fisherman's (seller) perspectives towards their buyers. A mixed method was used to elicit the required information in order to achieve the objective of study. At the qualitative stage, 10 key informants were interviewed consists of five sellers, three officers from Fisheries Department and Fishery Authority Development, and two buyers using snow ball sampling. The results identify six relational exchanges which are communication, information sharing, interdependency, cultural similarity, flexibility, and price satisfaction as the determinants of trust. At the quantitative stage, a total of 98 hook-and-line tuna fisherman in Mabul Island were interviewed using purposive sampling. The results later analysed using SmartPLS. The study reveals four determinants which are communication, information sharing, interdependency and flexibility are positively influencing to increase the fisherman's trust towards their buyers. Trust and satisfaction has no direct influence to business performance. While, commitment has direct influence to enhance business performance. Price satisfaction negatively influences business performance. Results may imply the importance of creating trust and relationship quality to determine the business performance. The findings from this study can guide the fisherman to enhance their relationship with their buyers.plantation soil invertebrate, Environmental variables, Diversity
| Item Type: | Thesis (Masters) |
|---|---|
| Keyword: | Tuna sirip kuning, Pemasaran hubungan, Rantaian bekalan tuna, Nelayan Semporna, Kepercayaan |
| Subjects: | S Agriculture > SH Aquaculture. Fisheries. Angling > SH1-691 Aquaculture. Fisheries. Angling > SH201-399 Fisheries > SH346-351 Fishery for individual species |
| Department: | SCHOOL > School of Sustainable Agriculture |
| Depositing User: | DG MASNIAH AHMAD - |
| Date Deposited: | 11 Jun 2025 15:26 |
| Last Modified: | 11 Jun 2025 15:26 |
| URI: | https://eprints.ums.edu.my/id/eprint/44102 |
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