Abstract
Relationship building in the apparel industry is becoming more complicated than ever due to intense competition in the market. One way to compete is to build strong supply chain relationships. To this end, an in-depth understanding of the supplier perspective, and particularly supplier satisfaction with a buyer supplier relationship (BSR) is necessary. Existing studies have largely focused on satisfaction from the perspective of the buyer. The purpose of this study, therefore, was to investigate the affective and cognitive dimensions of satisfaction that impact the BSR from the supplier’s perspective, within the context of Power-Dependency Theory. In-depth interviews with 20 apparel suppliers in China revealed that both affective and cognitive dimensions of satisfaction impact the BSR. A model of supplier affective and cognitive satisfaction within the buyer-supplier relationship was developed to illustrate the connections between the two dimensions. Further study on relationship satisfaction from the supplier perspective is needed.
Highlights
Background and PurposeGlobalization of the apparel supply chain (ASC) has shifted most apparel manufacturing activities and suppliers to developing countries, where apparel buyers tend to seek out suppliers (Singh & Hodges, 2011)
Participants’ cognitive satisfaction with buyer-supplier relationship (BSR) can be influenced by four relationship factors: operational efficiency, conflict resolution, product development integration, and contractual, delivery and payment arrangements. Participants indicated that they expect buyers to have operational efficiency exhibited by advanced purchase planning, technical know-how, and timely responses: “Buyer X’s schedule is always down-to-earth in technical matters, no unrealistic delivery dates, both are important for us to make accurate planning and achieve good results” (M07)
For the participants, when the buyer involves the supplier in the product development phase, it is treated as a sign of appreciation and trust
Summary
Background and PurposeGlobalization of the apparel supply chain (ASC) has shifted most apparel manufacturing activities and suppliers to developing countries, where apparel buyers tend to seek out suppliers (Singh & Hodges, 2011). Participants’ cognitive satisfaction with BSRs can be influenced by four relationship factors: operational efficiency, conflict resolution, product development integration, and contractual, delivery and payment arrangements. Participants indicated that they expect buyers to have operational efficiency exhibited by advanced purchase planning, technical know-how, and timely responses: “Buyer X’s schedule is always down-to-earth in technical matters, no unrealistic delivery dates, both are important for us to make accurate planning and achieve good results” (M07). For the participants, when the buyer involves the supplier in the product development phase, it is treated as a sign of appreciation and trust.
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