Abstract:

The article is theoretical and empirical in nature. Its aim was to determine the role of the selected image-related and relational elements in initiating co-operation between final purchasers and offerors functioning on the consumer market. For the theoretical part, the world’s literature on the subject was cognitively and critically analysed. This analysis identified a cognitive and research gap regarding the image-related and relational aspects of cooperation between purchasers and offerors. In order to reduce the gap, two research hypotheses were formulated. Empirical research was then conducted through a survey method to gather primary data. This data was subjected to statistical analysis using the chi-square test, Cramer's V factor and the Kruskal-Wallis test. A statistically significant relationship was identified between respondents' opinions on the effectiveness of offerors in encouraging purchasers to cooperate and their opinions on the importance attributed by offerors to good relationships with purchasers only for service providers. In addition, it was found that the perception of offerors as the initiators of joint actions does not affect respondents’ opinions on the importance attributed by offerors to good relationships with purchasers.