AN INSIGHT INTO THE CHANGING NATURE OF CUSTOMER-SUPPLIER RELATIONSHIPS IN COMMODITY MARKETING IN AUSTRALIA

摘要

Today, factors such as deregulation and the increasing demands of customers are changing the way thatrnbusinesses such the electricity supply companies need to operate. Electricity supply companies need tornunderstand the factors that influence supplier selection, particularly with the emergence ofrnintermediaries such as brokers that can be used to assist in the selection of suppliers. This paperrnprovides an exploratory investigation into the changing nature of customer-supplier relationships inrncommodity marketing in Australia, by examining the effect of intermediaries on the purchase decisionrnfor electricity, giving marketers an understanding of the complexity of the decisions faced by large,rnmulti-site companies.