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The purpose of this study is to explore an integrative model of supplier success, using a case study of the Thai high-technology firms. The study focuses on buyer-supplier relationships of information systems (IS), including bundles of hardware, software and services because these relationships are dependent on both immediate performance quality of the IS and long-term maintenance of a strong buyer-supplier relationship.

The research used an integrative model that incorporated the DeLone and McLean (2003) IS success model, representing system quality and Clauss and Tangpong’s (2018) impregnable exchange relationship model, representing relationship quality. Exploratory mixed methods study incorporated interviews with supplier relationship managers at five Thai high-technology firms (n = 15) and a quantitative survey of buyer firms (n = 393).

Results supported the integrative system-supplier success model. The most significant limitation is that the study was only conducted in a single industry (high tech) when the IS buyer-supplier relationships modeled here are ubiquitous in modern business.

Despite this limitation, the research contributes to the literature by developing and testing a long-term buyer-supplier relationship success model that incorporates both the characteristics of an IS and the supplier characteristics that lead to positive outcomes.

This study makes intuitive sense and being demonstrated statistically – the fact that the overall quality of an IS, coupled with a well-liked, non-substitutable supplier with a history of good performance, would be considered to be a successful supplier relationship is not especially controversial. The value of the study lies in the integration of the two models to represent different aspects of supplier performance, which could have a different effect on the buyer-supplier relationship in the long-term.

This study investigates factors in consumer trust and purchase intention through omnichannel retailing. The theoretical framework is an extended theory of planned behaviour (TPB) model, with additional factors including time-saving and trust as explanatory variables.

The study drew on a sample of Thai consumers aged 18 and over (n = 408), with data collected through an online survey. Analysis was based on a structural equation modelling (SEM) approach, employing confirmatory factor analysis.

The analysis showed that attitudes towards omnichannel retailing had the strongest effect on purchase intention, followed by subjective norms, perceived behavioural control and information search. All variables except attitudes to omnichannel retailing had moderate effect sizes. Analysis also showed that attitudes towards omnichannel retailing had a significant (though only moderately strong) effect on consumer trust towards omnichannel retailing. Subjective norms, perceived behavioural control and time-saving also had significant effects on consumer trust, although these effects were all weaker than the effect of attitudes. Finally, time-saving had a significant and strong effect on perceived behavioural control.

These findings show that both personal attitudes towards omnichannel retailing and technology characteristics can influence user acceptance. Its practical implication is that retailers need to consider the psychological needs and attitudes of their customers before implementing omnichannel tools. Theoretically, there is a need for more empirical research into the consumer decision for omnichannel retailing. This is particularly true since omnichannel retailing is a relatively new retail strategy which consumers may not yet fully understand.

The purpose of this paper is to investigate cognitive and affective customer service in Thailand's maltichannel retail environment. The research used the stimulus–organism–response model of consumer behaviour. The study's theoretical framework incorporated the multichannel service quality framework (Sousa and Voss, 2006) and a decomposed measure of customer experience, including cognitive and affective customer experience (Gao et al., 2021). Outcomes investigated included repurchase intention and word-of-mouth intention.

A quantitative survey of Thai consumers (aged 18 and over) who had purchased from multichannel retailers at least one time in the past year (n = 502) was conducted. Data were collected online and analysed using a structural equation modelling approach.

Significant factors in cognitive customer experience and affective customer experience included breadth of channel choice, transparency of channel, content consistency and process consistency. Effects differed in strength on these effects. Cognitive customer experience and affective customer experience influenced repurchase intention and word-of-mouth intention, with a stronger effect from affective customer experience.

This research presents an integrative model for customer experience in multichannel marketing, incorporating a well-established model of multichannel service quality and a decomposed measure of customer experience. It also illustrates the difference between cognitive customer experience and affective customer experience, which have different effect sizes from antecedents and different effects on outcome variables. This finding is a significant theoretical advancement.

This paper aims to study a scale development and validation process for an integrative marketing–operations alignment (MOA) theory. This theory was derived from several distinct theories that have attempted to explain the interaction between marketing and operations functions of manufacturing organizations. An initial qualitative research and literature review identified five antecedents to the MOA construct (decision coordination, reward system, information exchange, leadership strategy and performance evaluation) as well as two outcomes (customer orientation and competitor orientation).

The scale was developed and validated using successive testing processes including exploratory factor analysis, confirmatory factor analysis and structural equation modeling (LISREL).

The outcome of the research is a tested and validated model of MOA. While more work needs to be done to test and potentially extend the theory, this research has produced a basic functional model of the MOA process.

The limitations include target populations, choice of industry and geography and cross-sectional time horizon of the study.

This study represents an original contribution to the organizational theory literature, as it provides both a sound theoretical basis and a validated measurement model for the proposed theory of MOA. While this research does draw on existing models, it is more comprehensive and theory-based than the existing models.