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Antecedents and Consequences of Relationship Quality in Farm Wholesaler Markets in Kaohsiung and Pingtung Area
Results of path analysis for loyalty, commitment, trust and satisfaction in farm wholesaler markets
Results of path analysis for loyalty, commitment, trust and satisfaction in farm wholesaler markets

Author:Tsai-Fa Yen*, Yeong-Shenn Lin, and Wan-Jung Lo

Abstract:

    Middlemen act as an important function in farm marketing channels.  However, their behaviors may result in loyalty of business and the performance of farm marketing.  This study attempted to analyze factors of exchange behaviors and evaluate so-called their quality.  The sampling on purpose was carried out at Kaohsiung and Pingtung of Taiwan.  The 269 valid questionnaires had been completed with personal interviews.  The factor analysis was the main method of estimation.  The results showed that fairness of middlemen on business might affect their satisfaction, trust and commitment.  Hence, these relation factors finally could lead to the loyalty of business.  The results may suggest for the improvement of management policies of farm product marketing and academic implications for the future research.

Key words:Farm wholesaler market, Relationship quality, Relationship commitment, Justice

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Journal of
Taiwan Agricultural Research
Vol. 73, No.1 (2024) ISSN: 2790-086X Vol. 73, No.1 (2024)
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