Understanding the Distribution Channel Relationship between Taiwan Fertilizer Company and Farmers'' Association

• Main Authors: Shu-Hui Huang, 黃淑慧
• Other Authors: Jing-Fuh Yang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/38845990805680828263

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 98 === This study is to investigate whether the four factors: dependence, contract, communication and conflict would influence the assessment of overall satisfaction between Farmers'' Association and Taiwan Fertilizer Company’ (TFC) channel relationship. Base on the “trust, commitment-based model”, this study includes four main factors which may affect channel relationship and through these four factors to know level of satisfaction between the channel members. For example, dependence, contract and communication would increase the channel member satisfaction, and the incidence of conflict would reduce channel member satisfaction. Survey questionnaires were distributed to all 288 Farmers'' Association branches in Taiwan to collect data, and 178 valid samples were received. Structural equation modeling (SEM) was employed to test hypotheses, and major results are as the following: 1.Dependence and communication factors on trust and commitment have a significant impact; contract and conflict factors have no significant effect of trust and commitment. 2.To re-test the relationship among trust, commitment and satisfaction. According to the above findings, TFC is suggested to strengthen the dependence and communication behavior toward Farmers'' Association so that Farmers'' Association could increase trust and commitment to TFC. Moreover, if Farmers'' Association could have higher satisfaction to TFC, the cooperative relationship between Farmers'' Association and TFC would be better and enhance both Farmers'' Association and TFC’s accordingly.