This study has some limitations and encourages attentions for further research in the future.
First, the author only conducted the study with 8 key accounts in the field of high-tech industry. More dealers and industries are worth being investigated to reveal different perspectives. Thus, future research should be conducted to test the model in more dealers and industries.
Second, this study is confirmatory, carried out to test the hypotheses and confirm the model. The study employs exploratory factor analysis and multiple linear regression techniques to run the test, further research is recommended to use confirmatory factor analysis to confirm the reverse effects of the research constructs.
Finally, the respondents involved in this study are mostly shop managers who have the weaker voice in buying decision process, while purchasing managers and owners who have stronger voice account for little percentage. Future research which i cl des mo e “st o e voice” espo de ts is ecomme ded to ca o t.
LIST OF REFERENCES
AndersonE and Weitz BA (1992), “ e se of pled es to b ild a d s stai commitme t i dist ib tio c a els”, Journal of Marketing Research, Vol. 29, February, pp. 18-34.
Anderson JC and Narus JA (1990), “A model of dist ib to fi m a d mafact e fi m wo ki pa t e s ips”, Journal of Marketing, Vol. 54, January, pp. 42-58.
Baddar Al-Husan and Ross Brennan (2009), Strategic account management in an emerging economy, Journal of Business & Industrial Marketing, Vol. 24 No. 8, pp. 611–620
Buchanen B II (1974), “B ildio a izatio al commitme t: t e socializatio of managers in work o a izatio s”, Administrative Science Quarterly, Vol. 19, December, pp. 533- 46.
Butaney G and Wortzel LH (19 ), “ ist ib to powe ve s s ma fact e powe : t e customer role”, Journal of Marketing, Vol. 52, pp. 52-63.
Butler JK (1991), “owa d de sta ding and measuring conditions of trust: evolution of a co ditio s of t st i ve to ”, Journal of Management, Vol. 17 No. 3, pp. 643-63.
Cespedes FV (1992), “Sales coo di atio : aexplo ato st d ”, Journal of Personal Selling and Sales Management, Vol. 12, Summer, pp. 13-29.
Christensen CM (1997), The Innovator’s Dilemma, Harvard Business School Press, Boston, MA.
Donald RC & Pamela SS (2003), Business research methods 8th Ed., Mc Graw-Hill/Irwin, New York
Gerwin D (1993), “Mafact i flexibilit – a st ate ic pe spective”, Management Science, Vol. 39 No. 4, pp. 395-409.
Geyskens I, Steenkamp EMJ-B and Kumar N (199 ), “Ge e alizatio s abo t tst i marketing channel relationships using meta-a al sis effects”, International Journal of Research in Marketing, Vol. 15, pp. 223-48.
Ghoshal S. and Moran P (1996), “Bad fo p actice: a c itiq e of t e t a sactio cost t eo ”, Academy of Management Review, Vol. 21 No. 1, pp. 13-47.
Hair JF, Black WC, Babin BJ, Anderson RE & Tatham RL (2006), Multivariate Data Analysis, 6thed, Upper Saddle River NJ: Prentice-Hall.
Ho ọ C Mộ ọc (200 ), h n T ch
D i u ghi n C u i
SPSS, XB Kê
Jhih-Ming Lai, Gwo-Guang Lee and Wei-Li Hs (2009), e i fl e ce of pa t e ’s trust- commitment relationship on electronic commerce strategic planning, Management Decision, Vol. 47 No. 3, pp. 491-507
Kotler P (2000), Marketing management (10th ed.), Prentice Hall, Europe.
Kumar N (1996), “ e powe of t st i ma fact e - etaile Business Review, November/December, pp. 93-106.
elatio s ips”, Harvard
MacInnis M and Heslop LA (1990), “Ma ket pla i i a i -tec e vi o me t”, Industrial Marketing Management, Vol. 19, pp. 107-16.
McKenna R (1991), in Moore, G.A. (Ed.), Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers, Harper Collins, New York, NY.
Mohr JJ and Nevin JR (1990), “Comm icatio st ate ies i ma keti c a els: a t eo etical pe spective”, Journal of Marketing, Vol. 54, October, pp. 36-51.
Mohr JJ and Spekman RE (1994), “C a acte istics of pa t e s ip s ccess: pa t e s ip att ib tes, comm icatio be avio a d co flict esol tio tec iq es”, Strategic Management Journal, Vol. 15 No. 2, pp. 135-52.
Moore GA (1991), Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers, Harper Collins, New York, NY.
Morgan RM and Hunt SD (1994), “e commitme t-trust theory of relationship ma keti
”, Journal of Marketing, Vol. 58, July, pp. 20-38.
Moriatry RT and Kosnik TJ (19 9), “Hi -tech marketing: concepts continuity and c a e”, Sloan Management Review, Vol. 30, pp. 7-17.
Narayanan VG and Raman A (2004), “Alii i ce tives i s ppl c ai s”, Harvard Business Review, Vol. 82 No. 11, pp. 94-102.
Negri Lio ello (1997), “ailo ed lo istics services in large multi-site ope atio s”, Human Systems Management; Vol.16, No.3, pp. 171-182
Đ ọ Mai a (200 ), ghi n C u Th T
r
ng, XB
Đại Học c Gia PHCM
Đ ọ (2011), h n
g
h ghi n C u ho
a c
Trong inh Doanh, XB Lao Độ X Hội
Nunnally J (1978), Psychometric Theory, McGraw-Hill, New York, NY.
O2 (2012), “Makicalls as become fift most f eq e t se fo a Sma tp o e fo newly- etwo ked e e atio of se s”: available at: http://news.o2.co.uk/?press-release=making- calls-has-become-fifth-most-frequent-use-for-a-smartphone-for-newly-
networked-generation-of-users
Pardo C (1997), “Keacco t ma a eme t i t e b si ess to b si ess field: t e ke acco t’s poi t of view”, Journal of Personal Selling and Sales Management,
Vol. XVII No. 4, pp. 17-26.
Robert B Handfielda and Christian Bechtel (2002), “The role of trust and relationship structure in improving supply chain responsiveness”, Industrial Marketing Management, Vol. 31, pp. 367–382
52
Robertson TS (1971), Innovative Behaviour and Communication, Holt, New York, NY.
Rosenau MD J (19 ), “Speedi o p od ct to ma ket”, Journal of Consumer Marketing, Vol. 5, pp. 23-33.
Shapiro BP and Moriarty, R.T. (1982), National Account Management: Emerging Insights, Marketing Science Institute, Harvard University, Cambridge, MA.
Stalk G (19), “ ime – t e ext so ce of competitive adva ta e”, Harvard Business Review, Vol. 66 No. 4, pp. 41-51.
Statsoft, “P i cipal Compo e ts a d Facto A al sis”: available at:
http://www.statsoftcom/textbook/stfacan.html#index
Tho D. Nguyen (2011), Enhancing relationship value between manufacturers and distributors through personal interaction: Evidence from Vietnam, Journal of Management Development, Vol. 30 No. 4, pp. 316-328
Utterback JM (1994), Mastering the Dynamics of Innovation, Harvard Business School Press, Boston, MA.
Weiss AM and Heide JB (1993), “ e at e of o a isatio al sea c i i - tec olo ma kets”, Journal of Marketing Research, Vol. 30, pp. 220-33.
Willem Verbeke, Richard P Ba ozzi a d Pa l Fa is (2004), “ e ole of ke acco programs, trust, and brand strength on resource allocation in the channel dist ib tio ”, European Journal of Marketing, Vol. 40 No. 5/6, pp. 502-532
t of
Zhou H and Benton WC Jr (2007), “S ppl c ai p actice a d i fo matio s a i ”, Journal of Operations Management, Vol. 25 No. 6, pp. 1348-65.
APPENDIX IA: QUESTIONNAIRE (Vietnamese version)
Quản tr ờ đại h c Kinh tế đ ến hành nghiên c u khoa h c
“Đ yế ả đế y ế đạ là không có đ ể đ y s
tất cả đ ểm c a anh ch đều giúp ích rất nhiều cho nghiên c u c ụ đ a nghiên c u này là phục vụ cho nghiên c u khoa h c,
không phải cho mụ đ ấ ả s đ a anh/ch .
đ ụ yế ấ
Đ ạ đ Đ y
2. Công ty A yế
ế
ế đ y y đ ấ đ ể đ ấ
đ đ 4: phân vân
ấ ấ đ
đ đ
y * 1 2 3 4 5 6 7
y * 1 2 3 4 5 6 7
y đế * 1 2 3 4 5 6 7
y để ả yế ấ đề * 1 2 3 4 5 6 7
y để ả yế ấ đề * 1 2 3 4 5 6 7
y * 1 2 3 4 5 6 7
7) sả y đ ụ y 1 2 3 4 5 6 7
ụ y * 1 2 3 4 5 6 7
ụ y thông * 1 2 3 4 5 6 7
ụ y * 1 2 3 4 5 6 7
ề ế ạ ạ đ (ch đạ đ ụ
y 1 2 3 4 5 6 7
54
ề ế ạ ạ đ ờ
đ ụ y 1 2 3 4 5 6 7
y đ ế ạ đ ụ
1 2 3 4 5 6 7
ụ y i * 1 2 3 4 5 6 7
y * 1 2 3 4 5 6 7
y (order) * 1 2 3 4 5 6 7
đ y * 1 2 3 4 5 6 7
18)Công ty X ờ ờ yế * 1 2 3 4 5 6 7
y ế đ * 1 2 3 4 5 6 7
Đ ạ đ yế y * 1 2 3 4 5 6 7
21) Công ty X c y đ s 1 2 3 4 5 6 7
22)Công ty X * 1 2 3 4 5 6 7
23)Công ty X * 1 2 3 4 5 6 7
y ế ế * 1 2 3 4 5 6 7
ề ạ đ yế y ạ đ ạ ạy ả o * 1 2 3 4 5 6 7
26)Công ty X * 1 2 3 4 5 6 7
đ y * 1 2 3 4 5 6 7
đ y ấ đ y * 1 2 3 4 5 6 7
2 đ y ấ ấ * 1 2 3 4 5 6 7
đ y ế * 1 2 3 4 5 6 7
đ đ y y ể y y ấ
ề 1 2 3 4 5 6 7
y * 1 2 3 4 5 6 7
y y ả * 1 2 3 4 5 6 7
y ế sả y * 1 2 3 4 5 6 7
s ấ sả y * 1 2 3 4 5 6 7
y đ ể ế * 1 2 3 4 5 6 7
ế y * 1 2 3 4 5 6 7
38) công ty X * 1 2 3 4 5 6 7
ế Nam
ế ạ ụ s
ế ả ụ
ế đ ấ đ-đạ đ - Đạ đạ
55
APPENDIX IB: Results of the quantitative pilot study Summary of Cronbach’s Alpha of initial measurement scales
Variables Cronbach’s Alpha
Responsiveness .950
Information .895
Logistics .876
Tailor-made Promotions .873
Trust .905
Commitment .928
Exploratory Factor Analysis (EFA)
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .789 Bartlett's Test of Approx. Chi-Square 1121.299 Sphericity
df 325
Sig. .000
Total Variance Explained
Extraction Sums of Squared Rotation Sums of Squared
Initial Eigenvalues Loadings Loadings
% of Cumulative % of Cumulative % of Cumulative
Component Total Variance % Total Variance % Total Variance %
1 12.061 46.388 46.388 12.061 46.388 46.388 5.549 21.342 21.342
2 2.880 11.078 57.467 2.880 11.078 57.467 4.176 16.062 37.404
3 1.887 7.259 64.726 1.887 7.259 64.726 3.561 13.694 51.098
4 1.545 5.943 70.669 1.545 5.943 70.669 3.275 12.598 63.696
5 1.408 5.416 76.085 1.408 5.416 76.085 3.221 12.389 76.085
6 .824 3.169 79.254
7 .762 2.930 82.184
8 .654 2.514 84.698
9 .577 2.218 86.917
10 .465 1.788 88.704
11 .421 1.617 90.322
12 .343 1.320 91.641
13 .303 1.164 92.805
14 .296 1.140 93.945
15 .251 .966 94.911
19 .161 .619 97.856
56
20 .143 .551 98.406
21 .126 .486 98.892
22 .094 .361 99.253
23 .068 .261 99.515
24 .058 .221 99.736
25 .045 .172 99.908
26 .024 .092 100.000
Extraction Method: Principal Component Analysis.
Rotated Component Matrixa
Component
1 2 3 4 5
R6 .868
R4 .863
R3 .846
R5 .844
R2 .839
R1 .795
I1 .539
I2 .758
I6 .754
L2 .745
I5 .723
I7 .632 .509
L1 .621
I8 .818
I3 .777
I4 .755
P1 .534 .495
P5 .838
L5 .755
L4 .713
L3 .635
P3 .811
P7 .656
P6 .527
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 7 iterations.
57