Research Journal of Business Management1819-19322152-0437Academic Journals Inc.10.3923/rjbm.2014.300.318LungtaeS. AtthirawongW. 4201484This 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 term relationship while price satisfaction had no direct
influence on long term relationship. On the other hand, it had indirect influence
on long term 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 term 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.]]>Batt, P.J. and H. Wilson,20002000pp: 61-66pp: 61-66Bearden, W.O., G.R. Netemeyer and M. Mobley,1998Bollen, K.A.,19891st Edn.,Pages: 514Pages: 514Boniface, B.,201211415011516Boniface, B., A. Gyau and R. Stringer,201224288304Byrne, B.M.,20011st Edn.,Pages: 352Pages: 352Caceres, R.C. and N.G. Paparoidamis,200741836867Chanklub, B. and P. Pantharak,20112011Cherngthong, S., V. Limpattanasiry, S. Cherngthong and S. Chanprasit,20082008Chopra, S. and P. Meindl,20073rd Edn.,Pages: 536Pages: 536Chopra, S. and P. Meindl,20094th Edn.,Pages: 501Pages: 501Diamantopoulos, A. and J.A. Siguaw,2000Pages: 171Pages: 171Essig, M. and M. Amann,200915103113Fink, C.R., L.W. James, J.K. Hatten and L.H. Bakstran,200823529543Glass, G.V. and J.C. Stanley,1970Pages: 596Pages: 596Gyau, A., A. Spiller and C. Wocken,2011113838852Hair, J.F., R.L. Tatham, R.E. Anderson and W.C. Black,19985th Edn.,Pages: 768Pages: 768Hair, J.F., W.C. Black, B.J. Babin, R.E. Anderson and R.L. Tatham,20066th Edn.,Pages: 928Pages: 928Hair, Jr. J.F., W.C. Black, B.J. Babin and R.E. Anderson,20107th Edn.,Pages: 816Pages: 816Heide, J.B. and G. John,1992563244Ivens, B.S.,200419300309Ivens, S.B. and C. Pardo,200736470482Jiang, Z., S.C. Henneberg and P. Naude,201127315KRC,20122012Kaufmann, P.J.,198737380Kaufmann, P.J. and L.W. Stern,198832534552Kaufmann, P.J. and R.P. Dant,19923171185Kline, R.,20053rd Edn.,Pages: 366Pages: 366Gardner, J.T., D.M. Lambert and M.A. Emmelhainz,1999Pages: 228Pages: 228Lin, J.S.C. and C.Y. Wu,201121535551Lu, H., S. Feng, J.H. Trienekens and S.W.F. (Onno) Omta,2008Guanxi networks and buyer-seller relationships.]]>24253274Matzler, K., A. Wurtele and B. Renzl,200624216231Matzler, K., B. Renzl and R. Faullant,200725394405Shevlin, M. and J.N.V. Miles,1998258590Morgan, R.M. and S.D. Hunt,1994582038Mysen, T., G. Svensson and J.M. Payan,201129436449Nath, P. and A. Mukherjee,201226168180Ndubisi, N.O., C.K. Wah and G.C. Ndubisi,200720222236Noordewier, T.G., G. John and J.R. Nevin,1990548093Nunnally, J.C.,1994Pages: 752Pages: 752OAED,20112011Ou, W.M., C.M. Shih, C.Y. Chen and K.C. Wang,20115194206Pathumnakul, S., K. Philtongngam, S. Sutthachai and J. Suksawat,20102010Rasila, H.,2010288092Rattanaprom, W.,20122012Redondo, P.Y. and C.J. Fierro,200722236248Reynolds, N., C. Fischer and M. Hartmann,2009111776793Ravinelli, R.J. and R.K. Hambleton,199724960Saura, I.G., M.F. Deltoro and A.C. Taulet,2009109593609Schulze, B., C. Wocken and A. Spiller,200665568Selnes, F.,199832305322Somogyi, S., A. Gyau, E. Li and J. Bruwer,2010222741Tohidinia, Z. and M. Haghighi,201112242256Univanich Co.20112011Venetis, K.A. and P.N. Ghauri,20043815771598Walter, A., T.A. Muller, G. Helfert and T. Ritter,200332159169Zhang, Z., A. Waszink and J. Wijngaard,200017730755Rauyruen, P. and K.E. Miller,2007602131Meena, P.L. and S.P. Sarmah,201211212361254NESDB,20122012CPI,20112011Dwyer, F.R., P.H. Schurr and S. Oh,1987511127