Development and retaining model of long term relationship between buyers and sellers in supply chain of palm oil industry in Thailand: A seller's perspective

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dc.contributor.authorLungtae, S.
dc.contributor.authorAtthirawong, W.
dc.date.accessioned2026-08-06T10:08:30Z
dc.date.available2026-08-06T10:08:30Z
dc.date.issued2014-01-01
dc.description.abstractThis study aims to investigate important factors influencing on long term relationship between palm oil mill plants and palm oil yards in Thailand by studying on points of view of sellers (palm oil yards). This research is a quantitative research and its hypothetical model was created from related theories and researches. The obtained data was collected from 393 palm oil yards in Thailand and SEM was employed to test hypotheses. It was found that relationship quality had direct influence on long t e rm relationship while price satisfaction had no direct influence on long t e rm relationship. On the other hand, it had indirect influence on long t e rm relationship through relationship quality. Relational norms had direct influence on price satisfaction and indirect influence on long term relationship through relationship quality and long term relationship. Finally, supply strategy had direct influence on relationship quality as well as had indirect influence on long t e rm relationship through relationship quality. Executives of palm oil mill plants are able to apply this model by determining supply strategy and developing relational norms to be consistent with demands of palm sellers leading to price satisfaction and relationship quality influencing on intention to maintain long term relationship of palm sellers.
dc.identifier.citationResearch Journal of Business Management, 8(4), 300-318, 2014
dc.identifier.doi10.3923/rjbm.2014.300.318
dc.identifier.issn18191932
dc.identifier.other2-s2.0-84907685495
dc.identifier.urihttps://dspace.kmitl.ac.th/handle/123456789/5389
dc.sourceResearch Journal of Business Management
dc.subjectB2B relationship
dc.subjectLong term relationship
dc.subjectPrice satisfaction
dc.subjectRelational norms
dc.subjectRelationship quality
dc.subjectSupply chain management
dc.subjectSupply strategy
dc.subjectThailand
dc.subjectThailand palm oil industry
dc.titleDevelopment and retaining model of long term relationship between buyers and sellers in supply chain of palm oil industry in Thailand: A seller's perspective
dc.typeArticle

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