In an increasingly competitive environment, customer retention and good supplier price negotiations are crucial for businesses (Persson, 2013; Porter, 2008). For B2B companies, customer relationships are important to achieve customer retention, loyalty and increased long term profitability (Dagger, David, & Ng, 2011). Supplier relationships are of equal importance, especially within the B2B market (Park, Shin, Chang, & Park, 2010). Both supplier and customer relationships are extensively