The empirical study of personal value and business performance in supply chain collaboration

This study aims to explore the role of personal value and broaden knowledge of perceive value and performance in business-to-business markets. A sample of 189 distributors was surveyed to test the theoretical model. The study focuses on paint and coating industries. Data was analyzed with partial least squares structural equation modeling (PLS-SEM) method. The hypothesized relationship that personal value drives information sharing, logistic performance, information support, and product quality, which is based on existing literature in channel behavior and relationship marketing, did not fit well with our data. Some drivers did not have significant effect on distributors’ perceived value. Finally, the distributors’s perceived value is a determinant of business performance. The paper also systematically addresses the antecedents of customer perceived value and performance from the perspective of distributors. The results of this study suggest that manufacturers should invest more effort in personal value with their key distributors to enhance the value of the relationships with those distributors. The managerial implications of the findings are considered, and the limitations along with future research directions in B2B channel relationship are discussed.