The Quality of Manufacturer: Distributor Relationship- A Case of Plastic Industry in Vietnam

Tran Van Khoat, Vo Thi Quy, and Ho Thanh Phong

This research provides the insights of partner-perceived relationship quality between manufactures and distributors in the context of plastic industry in Vietnam. The mixed research approach was used in this study. A qualitative study was conducted through in-depth interview and focus group with persons working for plastic companies. A quantitative research was conducted through the survey with 560 plastic companies located in Ho Chi Minh City. The study explored and measured the components of the relationship quality and factors influencing significantly the quality of manufacturer - distributor relationship. Using SEM analysis, we found three components of the relationship quality (mutual trust, commitment, satisfaction), and six factors (information sharing, communication, product quality, interaction, delivery quality, visiting) influencing significantly on the quality of manufacturer - distributor relationship. The results provide valuable implications for managers of plastic companies for improving the quality of manufacture - distributor relationship in Vietnam plastic industry. This study also provides a significant contribution to the relationship quality literature.

DOI : https://doi.org/10.21102/irbrp.2019.03.151.05