The Role of Trust in Buyer-Seller Relationships-A Case study of school’s Uniform

• Main Authors: kuo-lung tang, 唐國龍
• Other Authors: 江勁毅
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/44173479146074920480

碩士 === 玄奘大學 === 企業管理學系碩士班 === 93 === For the suppliers pursuing the competitive advantages; they would like to know what kind of the relationships (e.g. retaining simple a buying selling, signing a long-term constract, or forming a strategic alliance )should be construited between the suppliers and the buyers. No matter what kind of the relationship been established, it must achieve to care for the enterprise’s profit and the customer satisfaction at the same time. From the viewpoint of the supply chain management, the buyer and the seller should act as partners to minimize the total system cost and meet the customer needs Therefore, the purpose of the this study aims to discover the acting role of relationship structure in trust. Based on the previous reseaches related to trust, we proposed a model with trust as intermediate variable to analyze how four constructs (or latent variables ),i.e communication, intention of investment, dependence, and contract, in influence the cooperative attitude of buyers. Relying the uniform purchasing of senior high school in Taipei as the empivical case, the study utilized the questionnaire to collect the data, and structural equation modeling (S.E.M) method to validate the theoretical model. The results of this research can be summarized as follows: communication demonstrated a significant positive relationship association with cooperative attitude of two parties, customer need, and intention of investment in the recognition of the customer relationship; the buyer depend on the supplier can affect the trust of buyer had the positive relationship; a significant positive relationship between dependence of buyer and supplier contract implement; contract signing can not affect the trust of buyer; a direct positive relationship between intention of investment of supplier and trust of buyer; and a significant positive relationship between trust and cooperative attitude of two parties.