Suppliers in B2B-markets should be aware of the fact that price fairness perceptions of their customers influence their profitability.
Fair prices (distributive price fairness) and fair price-setting processes (procedural price fairness) generally have a positive impact on the profitability of suppliers in buyer-seller relationships.
Fair behavior in personal price-related personal interactions (interactional price fairness) generally has a negative impact on the profitability of suppliers in buyer-seller relationships.
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