Trust and Relationship Management in B2B Sales: A Study of TPA and Hospitals

Abstract This research explores trust and relationship management in B2B sales within the Indian healthcare sector, specifically between Third-Party Administrators (TPA) and hospitals. The study aims to understand how trust impacts claim processing, conflict resolution, and operational efficiency. A combination of interviews and surveys were conducted to identify key factors influencing trust. Findings suggest that transparency, timely communication, and digital systems are vital to fostering trust. The results highlight that trust leads to better collaboration and long-term partnerships in the healthcare ecosystem. Index Terms—B2B Sales, Trust Management, TPAs, Healthcare, Relationship Management