Strategic Partnership between SME Retailers and Modern Suppliers in Indonesia: A Relationship Marketing Approach

IF 0.9 Q3 ECONOMICS

Organizations and Markets in Emerging Economies Pub Date : 2022-12-22 DOI:10.15388/omee.2022.13.82

A. Setyawan, Fairuz Mudhofar, Yasinta Arum, I. Susila, Moechammad Nasir

引用次数: 0

Abstract

This study aimed to analyze the business marketing relationship between modern suppliers and SME retailers to empower and strengthen SMEs in Indonesia. The theoretical framework is the relationship marketing model developed by Morgan and Hunt (1994). This framework is based on trust and commitment as the two key mediating variables. The study surveyed 250 SME retailers as respondents selected using purposive sampling. Furthermore, hypotheses were tested using path analysis. The findings showed that trust and commitment to business partnerships mediate the effect of influence strategy on loyalty to business partners and economic performance. The influence strategy significantly affects the business performance of the involved parties. Therefore, strategic business partnerships with modern suppliers improve SME retailers’ business performance.

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印尼中小企业零售商与现代供应商的战略伙伴关系：关系营销方法

本研究旨在分析现代供应商和中小企业零售商之间的商业营销关系，以增强和加强印度尼西亚的中小企业。理论框架是Morgan和Hunt（1994）开发的关系营销模型。该框架以信任和承诺作为两个关键的中介变量。这项研究调查了250家中小企业零售商，他们是通过有目的的抽样选出的受访者。此外，使用路径分析对假设进行了检验。研究结果表明，对商业伙伴关系的信任和承诺在影响力策略对商业伙伴忠诚度和经济绩效的影响中起中介作用。影响力策略显著影响相关方的经营业绩。因此，与现代供应商建立战略商业伙伴关系可以提高中小企业零售商的经营业绩。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Organizations and Markets in Emerging Economies ECONOMICS-

CiteScore

1.60

自引率

0.00%

发文量

审稿时长

20 weeks

期刊介绍： The journal aims to contribute to the development and dissemination of multidisciplinary knowledge on organizations and markets in emerging economies, to increase dialogue among scholars focused on a specific emerging economy or region and to encourage and give an outlet to high quality scholarship, both local and international, to this subject. Organizations and Markets in Emerging Economies welcomes analysis of emerging economies from the perspectives of organizational sciences, marketing, economics, finance and related disciplines. The journal appreciates studies that highlight specificities and patterns that occur in emerging economies and develop new empirical and theoretical knowledge on the subject.