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Buyer‐supplier relationships in Dongdaemun fashion market: relationship quality model

Ho Jung Choo (Research Institute of Human Ecology, Seoul National University, Seoul, Republic of Korea, and Department of Distribution Management, Dong‐Eui University, Busan, Republic of Korea)
Ji‐Wook Jung (Department of Textile and Fashion Engineering, Kumoh National Institute of Technology, Gumi, Republic of Korea, and LIG Insurance Co. Ltd, Seoul, Republic of Korea)
Ihn Hee Chung (School of Advanced Materials and Systems, Kumoh National Institute of Technology, Gumi, Republic of Korea)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 18 September 2009

3451

Abstract

Purpose

This paper aims to examine the structure of buyer‐supplier relationship quality perceived by small‐sized fashion businesses with their major supplier.

Design/methodology/approach

On the basis of the literature review and in‐depth interviews, a testable relationship quality model is proposed. Two hundred and eighty stores located in Dongdaemun fashion market in Seoul, Korea, are surveyed and 233 complete responses are used in the analysis to test hypotheses.

Findings

The major findings includes the critical role of product design, product quality, and a supplier's honesty in the building of relationship quality. As the relationship ages, geographical proximity, communication, and design factors become more important in determining relationship quality and behavioral intentions, while product quality and power balance factors became less important.

Research limitations/implications

Only one side of the perception is analyzed. The data is collected from single informants from each buying fashion store. Instead of using longitudinal data, a cross‐sectional research design is employed.

Practical implications

Among the proposed anteceding factors to relationship quality, product design is found to have the strongest impact on the buyer's perception of relationship quality. Thus, product suppliers in Dongdaemun market should focus on improving their capability to produce superior designs.

Originality/value

Dongdaemun market has been successfully positioned as a main hub for the distribution of non‐brand fashion products in Korea. This paper is the first to investigate the channel members' relationships and behaviors in Dongdaemun market.

Keywords

Citation

Jung Choo, H., Jung, J. and Hee Chung, I. (2009), "Buyer‐supplier relationships in Dongdaemun fashion market: relationship quality model", Journal of Fashion Marketing and Management, Vol. 13 No. 4, pp. 481-500. https://doi.org/10.1108/13612020910991358

Publisher

:

Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

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