Of particular importance in a long-termbuyer–seller relationship is effective
communication on personal level (Haytko, 2004; Olkkonen et al.,
2000), which implies a degree of quality in the information exchanges
between boundary spanners, performed regularly and whenever necessary
(Sanzo, Santos, Vasquez, & Alvarez, 2003; Sharma & Patterson,

1999; Yen, Wang, & Horng, 2011). Effective communication can develop

a common understanding of the message from both boundary spanners’
perspectives and is essential in order to reduce perceived risk and uncertainty,
shape expectations, resolve any misunderstandings, explain the

options, and build both boundary spanners’ knowledge bases (Sharma

این مطلب را هم بخوانید :

& Patterson, 1999; Yen et al., 2011). In buyer–seller relationship literature,
some research on both organizational and personal levels has reported