Factors effecting B2B relationship value: Impirical study of furniture stores

Abstract

On the business-to-business (B2B) relationship, the retailer has an important role which connects the producer with customer. This study focused on identifies the factors affecting the relationship value on supplier-retailer relationship, which is a chain of distribution channel in furniture industry. The framework model was built basing on literature review that included price, product quality, service support, delivery performance and personal interaction effect to relationship value between furniture stores and their supplier. The sample was collected in Ho Chi Minh City and quantitative approach was used as a major method. The survey of 204 questionnaires was conducted in furniture stores in Ho Chi Minh City, and the data were analyzed with main statistic techniques such as factor analysis, multiple regressions. The finding suggested that, in order to gain value on the B2B relationship in furniture industry, besides providing a good price policy with requirement of product quality; the supplier should paid attention to person-to-person interacting with retailers. Besides, delivery performance might consider as a more factor to maintain a long-term relationship. Keywords: Relationship value, Retailer-supplier, Furniture industry.