Investigating the role of apparel supplier satisfaction in developing a collaborative buyer–supplier relationship: a power-dependency perspective

Abstract

Purpose

The purpose of this study was to investigate the affective and cognitive dimensions of satisfaction that impact the buyer-supplier relationship (BSR) from the supplier's perspective and to consider satisfaction within the context of power-dependency theory.

Design/methodology/approach

Qualitative in-depth interviews were conducted with 20 Chinese apparel supply professionals who regularly interact with apparel buyers. Audio or video interviews were conducted via WeChat (the most popular social media platform in China).

Findings

A thematic analysis of the interview data revealed that both affective and cognitive dimensions of satisfaction impact the BSR. A model of supplier affective and cognitive satisfaction in a collaborative BSR was developed to illustrate the connections between the two dimensions.

Originality/values

Due to intense competition in the market, supplier satisfaction is essential for building relationships in the apparel industry. Existing studies have focused on satisfaction from the perspective of the buyer rather than the supplier because in a BSR, the buyer tends to hold more power. Moreover, research has primarily considered cognitive evaluations of satisfaction with the BSR. This study offers new insight on both cognitive and affective satisfaction from the perspective of suppliers within the context of power-dependency theory.

Citation

Wu, H.(J)., Hodges, N.N., Su, J. and Seo, S. (2023), "Investigating the role of apparel supplier satisfaction in developing a collaborative buyer–supplier relationship: a power-dependency perspective", Journal of Fashion Marketing and Management, Vol. 28 No. 1, pp. 81-98. https://doi.org/10.1108/JFMM-09-2022-0185