Abstract
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 the retailer and manufacturer 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 relationship quality between retailers and manufacturers has a significant impact on the relationship of trust. Both the relationship quality between retailers and manufacturers and the relational trust between the retailers and manufacturers have significant impacts on the retailer’s satisfaction with the manufacturer. Retailer satisfaction has a direct impact on the future collaboration between retailers and manufacturers. Compared with customers with high expectations, customers with low expectations have a higher effect on the relationship between retailer satisfaction with the brand manufacturer and the future collaboration between retailers and manufacturers.
Highlights
This study uses the perspective of relationship quality within a business partnership to explore the path of technology products within distribution channels that result in satisfaction and the establishment of long-term working relationships
“Relationship quality” affects “retailer’s satisfaction with the manufacturer” and “relational trust”, but it guides profit generated by the synergy of the two and is a mediating element in future collaboration displayed by retailers
The most significant power created by their cooperation is the tangible and intangible resource produced through the transaction process between buyers and sellers
Summary
Publisher’s Note: MDPI stays neutral with regard to jurisdictional claims in published maps and institutional affiliations. With the increasing popularity of computer and network applications, 3C products have impacted people’s daily lives. Technological advances have enhanced the development of diverse 3C products to meet customer demands. Market competition and the enhancement of R&D and manufacturing capabilities have generated an excess of supply, which forces most manufacturers to face profit deductions. With the flooding of brands, appropriate investments in channel management are a key factor in creating brand competitiveness
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