Academic journal article International Journal of Electronic Commerce Studies

The Impact of Relationship Quality on Increased Electronic Cooperative Relationships

Academic journal article International Journal of Electronic Commerce Studies

The Impact of Relationship Quality on Increased Electronic Cooperative Relationships

Article excerpt


The increased electronic cooperative relationships of retailers and their opinions regarding focal firms are important factors in enhancing the value-added relationships between supplier and retailer. The principal purpose of this study is to organize and analyze the major factors affecting the electronic cooperative relationships between supplier and retailer. After reviewing the relevant literature, we integrate three constructs to identify factors affecting retailer willingness and apply an electronic exchange platform to increase cooperative relationships with their product suppliers. This study presents nine hypotheses based on data collected through a questionnaire survey of retailers in the Taiwanese automobile industry. This study uses a structural equation model to test the hypotheses using data from the respondents. Results show that relationship commitment is directly and positively related to increased electronic cooperative relationships, and increased electronic cooperative relationships are indirectly and positively related to trust, satisfaction, perceived service characteristics, coordination, and perceived adaptation.

Keywords: Relationship Quality, Perceived Service Characteristics, Coordination, Perceived Adaptation, Relationship Commitment


The use of an electronic exchange platform to conduct business-to-business (B2B) electronic commerce is a powerful requirement in today's economy1. Electronic exchange platforms that employ information technology (IT) may be the most important technological breakthrough in B2B partnerships and are likely to radically alter the competitive landscape of industries2. To compete effectively in dynamic global markets, companies increasingly need to integrate their operations with those of their partners using an interorganizational system consisting of discrete functions within the supply chain. In many cases, this makes MRPII and JIT insufficient3. Because customer requirements can change rapidly, businesses must understand how to respond to customer requirements by changing their production schedules and supply plans. To make these changes, the business and its retailers must exchange the correct information in the right form at the right time so that both sides can integrate their inventory planning systems. However, the demand forecasting system currently used to drive supply chain activities must be re-evaluated. Forecasting adjustments can significantly alter production schedules. Many forecasters are unable to clearly explain how their forecast will affect the supply chain4. Most of the partners in the supply chain must decide what information to share with other partners and how to build a system that can effectively use this information.

Fulk and DeSanctis5 suggest that new technology generates changes in relations between organizations and in the organization itself. The new synonym-relationship technology recognizes the effect of technology on relationship quality. Establishing information and procedural standards is essential to improving the design and the adoption of such systems at an industry level, ultimately permitting these technologies to meet their intended spirit. At this point, further investigation is needed to explore the malleability of existing organizational processes and structures and whether they facilitate or impede the adaptation of new processes introduced through collaborative technologies. Both the buyer and the supplier must often make substantial adaptations and commitment of resources to develop partner-supplier relationships6. These efforts reflect the investment character of partnership establishment. The strategic nature of key supplier relationships makes it essential for the buyer to be able to evaluate the value creation potential of available suppliers.

This study investigates the effects of an electronic exchange platform in a relationship marketing context. This study focuses on how retailers use a combination of IT channels to interact with their product suppliers and how this interaction affects the quality of the relationship between the retailer and their product supplier. …

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