The Antecedents And Consequence Of Relationship Quality Between Hi-Tech Florists And Distributors In Da Lat

Abstract

In Dalat, the model of vertical alliance between growers and distributors of hi-tech flowers has been cultivated and promoted. However, in many cases this strategic partnership has come to an early death. This raises a concern about how to nurture a high-quality relationship between partners in this alliance. Given this situation, the current research attempts to explore the antecedents and consequence of relationship quality. The analysis of data surveyed from 160 flower growers shows that the influencing factors of relationship quality are personal interaction, profit/risk sharing and inspection of purchase. Relationship quality, in turn, has a substantial effect on loyalty. Managerial implications are then discussed.

Keywords

• chất lượng mối quan hệ
• lòng trung thành
• sản phẩm hoa công nghệ cao
• đà lạt