The Influence of Relationship Quality between Manufacturer and Retailer on Future Collaboration—A Case Study of Customer Electronic Product Channel in Taiwan

Abstract

This study explores the collaboration between upstream manufacturer brands and first-line retailers in Taiwan’s 3C product market, which is influenced by several factors. Both parties are motivated by profit and thus, strive for mutual cooperation in the business environment. Whether influencing factors exist between the retailer and manufacturer is a crucial issue. This study investigates 308 customer electronics retailers in Taiwan. Focusing on relationship quality, relational trust, and retailer satisfaction with the brand, we explore the possibility of future collaboration between retailers and manufacturer brands. The study results indicate the relationship quality between retailers and manufacturers has a significant impact on the relationship of trust. Both the relationship quality between retailers and manufacturers and the relational trust between the retailers and manufacturers have significant impacts on the retailer’s satisfaction with the manufacturer. Retailer satisfaction has a direct impact on the future collaboration between retailers and manufacturers. Compared with customers with high expectations, customers with low expectations have a higher effect on the relationship between retailer satisfaction with the brand manufacturer and the future collaboration between retailers and manufacturers.