Relationship between Manufacturers and Large Retailers

613 WordsFeb 16, 20182 Pages
In the world of globalization become important, the growing strength of retail organizations have made the unstable and complex relationship between manufacturers and large retailers. Securing and maintaining retailer`s commitment is viewed as the fundamental characteristic to any successful relationship with the desire for long-term benefits. The research of the study is to determine the impact of retailer`s satisfactions and moderating effect of the strength of manufacturer`s brands towards retailer commitment. The problem that occur in this study are what is the effect of retailer`s satisfactions with the moderating effect of the strength of manufacturer`s brand in order to influence the retailer`s commitment. The research objectives: RO1: to investigate the relationship between retailer`s economic satisfaction and retailer`s commitment RO2: to investigate the relationship between the retailer`s social satisfaction and retailer`s commitment The research hypotheses: H1: Retailer`s economic satisfaction has a positive effect on its commitment toward the manufacturer. H2: Retailer`s social satisfaction has a positive effect on its commitment toward the manufacturer. H3: The strength of manufacturer`s brands positively moderates the relationship between retailer`s economic satisfaction and its commitment to the manufacturer. H4: The strength of manufacturer`s brands positively moderates the relationship between retailer`s social satisfaction and its commitment to the
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