INFLUENTIAL FACTORS OF SUPPLIER RELATIONSHIP MANAGEMENT TO FRESH FRUIT AND VEGETABLE PROCUREMENT PERFORMANCE IN MODERN TRADE OF THAILAND

Abstract

This paper explores influential factors involved in supplier relationship management in the procurement performance of fresh fruit and vegetables in modern trade in Thailand. It is focussed on risk management and increasing competitive advantage in the fresh food supply chain. There is uncertainly in agricultural products. Several factors impact on transportation, such as packing processing, seasonal variation, weather and product characteristics of fresh fruit and vegetable as perishable goods which have a short life and are easily susceptible to damage. Consequently, there is interest in studying significant aspects of supplier relationship management in modern trade. This is quantitative research: completed questionnaires were received from 172 examples from 317 sources from modern trade in commercial support and operations who have available fresh food outlets in Bangkok. The results of data analysis using MRA have been adopted to reconfirm what professional retail path interviews indicated. Research results have proved significant with at least 1 influential factor in the supplier relationship management with the buyer and supplier relationship, buyer policy, buyer processing, conflict between buyer and supplier, supplier development and product development.