A Study Of The Influence Of Supplier's Quick Response Ability On Computer Retailer's Relationship Commitment

In product supply chain, the retailer plays a key role in linking the product supplier and the final customer, and it is important for supplier's customer management. Therefore, in the product supplier's customer relation management, it is crucial for suppliers to cultivate the retailer's relationship commitment. Supplier's quick response ability is the main factor for supplier to help downstream clients achieve their business and strengthen their competitiveness in the fiercely competitive environment. Supplier's quick response ability has great effect on retail's relationship commitment. There is a fact that even the foreign scholars have not investigated their relationship thoroughly, and in the cultural background of China many Chinese scholars have not yet study the relationship at all.This paper, with the purpose of solving the present problems within the supper-retailer channel of our country and filling the lack of theoretical studies in the above field, establishes a theoretical model in relation to the influence of supplier's quick response ability on the retailer's relationship commitment, and it treats the retailer's satisfaction and retailer's trust as the media variables. This paper tries to cause a heuristic argument exploring the effect between the supplier's quick response ability and the retailer's relationship commitment within the framework in four dimensions of continued commitment, behavior commitment, and affective commitment. Then it develops the local scale which is suitable for our culture.This paper gets 232 valid data from five cities'computer retailers such as the computer retailers in Beijing, Shanghai, Changsha, Jinan and Kunming, and tested the research questionnaire and the theoretical models. Firstly, we employed confirmatory factor analysis to test the reliability and validity of all research instruments for subsequent research. Secondly, we took the Structural Equation Modeling to validate the Research Model, and all the fit indices indicate that the theoretical model has good validity. Supplier's quick response ability influents continued commitment, behavior commitment, and affective commitment by retailer's satisfaction and trust indirectly, and mediating role of retailer's satisfaction and retailer's trust has received empirical study support. The complicated consequence chain has been interpreted.