LONG TERM ORIENTATION IN THE RELATIONSHIP BETWEEN RETAIL CHAINS AND SMEs SUPPLYING PRIVATE LABELS : WHAT ROLE OF TRUST ?

The purpose of this paper is to highlight the role of trust in building successful and sustainable interactions between retail chains and small and medium enterprises (SMEs) supplying private labels. Specifically, on how trust through its aspects and antecedents, helps explain the long term orientation and commitment of retail chains to maintain such relationship over time. Based on a literature review combined with the results of an exploratory qualitative survey done with purchase managers of large retail chains in Morocco, a preliminary model is proposed focusing on the influence of the antecedents of trust with SMEs supplying private labels on the long-term orientation of the retail chains

AGZIT, FATIMA ZAHRA; HAZEB, RIHAM; SIDMOU, MOHAMED LARBI

Revue Marocaine de Recherche en Management et Marketing (2018)

Vol. 10 N° 2 (2018)

DOI: 10.48376/IMIST.PRSM/remarem-v10i2.13266

Import OAI-PMH · Identifiant source : oai:revues.imist.ma:article/13266