Effects of Satisfaction and Trust on Long-Term Orientation in Small Apparel Retailer–Supplier Relationships

Abstract

The goal of this research was to examine how economic and social satisfactions influence trust-credibility and trust-benevolence and ultimately, long-term orientation in the context of the small apparel retailer-supplier relationship. Moreover, this study investigated the moderating influences of power in the relationships between trust-credibility, trust-benevolence, and long-term orientation. Findings indicated that economic and social satisfactions had a positive influence on both trust-credibility and trust-benevolence. Furthermore, the results showed positive influences of trust-credibility and trust-benevolence on long-term orientation. The balance of power between retailers and suppliers had a moderating influence on the relationship between trust-credibility and long-term orientation, but not on trust-benevolence and long-term orientation. The results of the research contribute to a more in-depth understanding of the small apparel retailer-supplier relationship, which is currently extremely limited.