The influence of relationship quality between manufacturer and retailer on future collaboration- A case study of customer electronic product channel in Taiwan
| Autor: | Hao-Hsiang Tsao, 曹淏翔 |
|---|---|
| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 In modern life, 3C products have become indispensable. After passing various production phases such as research and development, testing, and manufacturing, these products must rely on a complete marketing strategy, including advertising, promotion, and product packaging to entice customers and produce sales. However, the method used by manufacturers to deliver products to customers and the place of sales depend on the complete and efficient performance of channels, which is an issue that requires advanced research. This study explores the collaboration between upstream manufacturer brands and first-line retailers in Taiwan’s 3C product market, which is influenced by several factors. Both parties are motivated by profit, and thus, strive for mutual cooperation in the business environment. Whether influencing factors exist between retailer and manufacturer collaboration is a crucial issue. This study investigates 308 customer electronics retailers in Taiwan. Focusing on relationship quality, relational trust, and retailer satisfaction with the brand, we explore the possibility of future collaboration between retailers and manufacturer brands. The study results indicate the following: 1) The relationship quality between retailers and manufacturers has a significant impact on the relationship of trust; 2) the relationship quality between retailers and manufacturers has a significant impact on retailer satisfaction with the manufacturer; 3) the relational trust between the retailers and manufacturers has a significant impact on retailer satisfaction with the manufacturer brand; and 4) retailer satisfaction has a direct impact on the future collaboration between retailers and manufacturers. 5) Customer expectation has a direct impact on the future collaboration between retailers and manufacturers. 6) Manufacturer’s brand reputation has no impact on the future collaboration between retailers and manufacturers. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|