Even though prior studies have shown how it is possible to strengthen the
buyer-supplier relationship, fulfilling the criteria does not guarantee success. In a
comparison of companies in the automotive aftermarket in Spain and the UK, Harland
(1996) showed that trust, friendliness and co-operation in long-term relationships
would not guarantee greater satisfaction and understanding. In the close and in the
distant relationships that were studied, the satisfaction was equal why Harland (1996)
argue that the circumstances decide what kind of relationship is the most appropriate.
Consequently, relationships may be satisfactory whether they are distant and hostile or
warm and friendly. Harland also showed that understanding between the parties is
independent of the closeness of the relationship. These findings are surprising since the
general perception is that closer relationships lead to greater understanding.