Customer-based perspective of business - to - busniess relationship quality in domestic rice supply chain networks of south Vietnam

Abstract

Relationship quality in business is an important construct in relationship marketing, and an important kind of intangible asset of a company. The purpose of this study is to identify the main components of relationship quality in the Vietnam’s domestic rice supply chain such as trust, emotional commitment, calculation commitment, satisfaction, adaptation, cooperation, and atmosphere. The sample data was collected with 244 representations of households in rice business in South Vietnam. Measurement scales are based on previous literature and qualitative research, data was dealed with SPSS and AMOS software. The results have showed that relationship quality is a second-order construct which is reflected by emotional commitment, calculative commitment, satisfaction, trust, and cooperation, especially, relationship quality explains effectively for calculative commitment, and less effective for cooperation. Although limitations such as samples, questionnaires, the study is hoped to contribute implications for Vietnam’s rice industry as well as theory of relationship quality construct. Keywords: Vietnam’s rice industry, rice’s supply chain, relationship quality, trust, emotional commitment, calculative commitment, satisfaction, cooperation.