Marketing managers need to understand how long-term relationships between buyers and sellers are influenced by trust and dependence. A study with 124 retail buyers and 52 vendors found that trust and dependence are crucial factors in determining the long-term orientation of these relationships. Factors like environmental uncertainty, investments, reputation, and satisfaction also play a role. The results show that both buyers and vendors are affected by trust and dependence, but there are differences in how other variables impact their long-term orientation.