Exploring the influence of Supply Chain Perceived Value, Relationship Commitment and Loyalty in F&B Industry

• Main Authors: Hu, Te-Hsing, 忽德興
• Other Authors: CHIU,JUN-ZHI
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/03822465459904131006

碩士 === 國立高雄餐旅大學 === 餐旅管理研究所在職專班 === 104 === Recently, the SCM issues have been gradually concerned to academy and enterprises. There is few studies focus on F&B industry in the topic of supply chain management （SCM）, since researches are more concern about high technology industry in present research. The F&B industry in Taiwan has been gradually increasing. Therefore, it is very important to have good relationship with suppliers; it is also a critical factor to strengthen business competitiveness. According to the relationship marketing theory, the supplies relationship maintenance and commitment differ from the traditional marketing concept. The concept of traditional marketing focuses on business transaction which is dominated by price. Both sellers and buyers are tried to reach to their own benefit in the process of the traditional business transaction. On the other hand, in relationship marketing which emphasizes the relationship between supplies and buyers, buyers’ perceived value and commitment of relationship, in order to further strengthen customer’s satisfactions. This study aims to discuss the perceived value, relationship commitment, satisfaction, loyalty and switching cost of supply chain in F&B industry. There is a cooperative relationship between supplies and buyers; but, there is a competitive relationship in supply chains. Thus, it is worth to be further discussed the relationship of cooperative suppliers. Therefore, in such competitive and rapidly changing business environment in F&B industry, it is useful to establish effectively SCM system which can help enterprise strengthen competitive advantages in order to build up a sustainable development. This study returned 274 usable questionnaires through purposive sampling and snowball sampling. Data were analyzed using Smart PLS 2.0 which based on research purposes and hypothesis. The finding suggested that: (1) perceived value; relationship commitment, satisfaction and switching cost all have positive influence on loyalty. Otherwise, (2) satisfaction and switching cost also played mediated role on perceived value and relationship commitment which are influence on loyalty. All hypotheses are accepted. Hope this finding of study can help supply chain enhance their cooperation relationship.