Effect of Relationship Quality in Collaboration and Innovation of Agricultural Service Supply Chain under Omni-Channel Model

Abstract

The goal of this study is to investigate the regulation effect of relationship quality in the process of the omni-channel (OC) model on service supply chain (SSC) collaboration of agricultural products. Furthermore, it is also to explore the intermediary effect of SSC collaboration in the process of service innovation and OC. A questionnaire was developed, research data were gathered from businesses in the agricultural SSC in western China, and an empirical study was carried out by using the AMOS multivariate statistical analysis approach after a thorough review of the literature in recent years. The study demonstrates that the OC model has a considerable impact on service innovation, SSC collaboration has an intermediary effect, and the quality of supply chain (SC) relationships has a regulation effect in the model. The results inspire academics and industry professionals to focus on SSC collaboration, improve the OC model’s administration, and promote service innovation in agricultural SC. Finally, the paper proposes suggestions to promote agricultural product development in western China in terms of enhancing SSC collaboration, OC model, and service innovation.