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The impact of IT and customer orientation on building trust and commitment in the supply chain

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The application of information technologies (IT) to logistics activities may have benefits beyond cost savings, as it can create bonds between the supply chain partners. The objective of this paper is to analyse the influence of customer orientation on the application of IT to the supply chain and of these on the development of channel relationships based on trust and commitment. A questionnaire-based personal survey was conducted among manufacturers. Structural equation modelling was used to test the hypothesis contained in the theoretical model. The results indicate that customer orientation affects the application of IT to logistics, and IT has a positive impact on manufacturer and supplier commitment to the relationship.
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Keywords: commitment; customer orientation; information technologies; logistics; organisational relationships; trust

Document Type: Research Article

Affiliations: Departamento de Comercializacion e Investigacion de Mercados, Facultad de Economia, Universidad de Valencia, Italy

Publication date: 01 July 2008

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