| Summary: | 碩士 === 逢甲大學 === 國際經營與貿易學系 === 107 === Because of the limited market and high competition, manufacturers are attempt-ing many ways to keep and enhance relationship among their business-to-business (B2B) customers. Hence, the purpose of this study is to investigate the influence of co-creation on relationship management. The research used a mixed methods study, where three in-terviews from three well-known manufacturers were collected to support the hypothesis, and the sample of 140 questionnaires was collected from wholesalers and retailers of houseware industry in Malaysia regarding their participation in contributing co-creation with these three manufacturers. The study tested by using consistent partial least square (PLSc) factor modeling technique.
PLSc results indicated that both functional and relational co-creation in B2B context are completely giving the positive effect on the relationship quality and relational benefits leading to loyalty among B2B customers. Besides, the mechanism of co-creation can partially reduce opportunism which opportunism is the negative effect towards loyal-ty.
The implications of this study can be used for manufacturers in keeping the rela-tionship with their business-to-business (B2B) customers. In addition, this empirical study could contribute to the enhancement and theoretical study related to the mecha-nism of co-creation on relationship management. Consequently, future research should develop examining other dimensions, industries, countries to improve the points of views of co-creation in various context.
Keywords: Co-creation, Relationship Management, Consistent Partial Least Squares (PLSc)
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