International Journal of Economics, Commerce and Management United Kingdom Vol. II, Issue 10, Oct 2014 Licensed under Creative Common Page 1 http://ijecm.co.uk/ ISSN 2348 0386 FACTORS AFFECTING A LONG-TERM RELATIONSHIP BETWEEN A RETAILER AND A SUPPLIER A CASE STUDY FROM VIETNAM Le Tuong, Linh Open University Ho Chi Minh City, Vietnam Vo Hong, Duc Economic Regulation Authority, Perth, Australia Open University Ho Chi Minh City, Vietnam Duc.Vo@erawa.com.au Abstract This study was conducted to identify, quantify, and assess the importance of factors affecting long-term relationship between sellers and buyers (or retailers) in two different stages: (i) the initial stage of a long-term relationship and (ii) the maintaining stage of a long-term relationship. The survey took place at Tan Binh Market in Ho Chi Minh City, one of a few biggest wholesale- retail market in Vietnam, in July 2014. The survey was conducted through direct interview with retailers using the questionnaire. Results from this study demonstrate that the “trust” factor from retailers towards sellers, the supplier's commitment, retailer's dependence on vendors; and satisfaction with the retailers’ previous business results have a positive impact on a long-term relationship between retailers and vendors in both stages. The study also proposes recommendations for suppliers and retailers operating at Tan Binh market, in particular; and in general for a wholesale market, the important factors in order to build, develop and maintain a long-term relationship based on the principle of mutual benefit in their business operations. Keywords: Trust; Commitment; Dependence; Satisfaction; Long-term relationship