Determinante saradnje u odnosima kupac-isporučilac: rezultati na uzorku sertifikovanih kompanija
Sažetak
Cilj ovog rada je da predloži i empirijski ispita integrisani model razvoja saradnje u odnosima između kompanija i njihovih isporučilaca. Na osnovu prethodnih istraživanja predložen je konceptualni model kojim su obuhvaćeni odnosi između koncepata komunikacija, poverenje, satisfakcija odnosom i posvećenost razvoju odnosa i njihov uticaj na razvoj saradnje u odnosima kupac-isporučilac. Model je empirijski ispitan iz perspektive sertifikovanih kompanija u ulozi kupaca. Primenom modelovanja pomoću strukturnih jednačina na uzorku od 186 sertifikovanih kompanija koje posluju na tržištu Srbije utvrđeno je da komunikacija predstavlja direktnu determinantu poverenja i da poverenje i posvećenost odnosu utiču na unapređenje saradnje u odnosima kupac-isporučilac. U radu su razmotrene implikacije koje proizilaze iz ovog istraživanja i istaknuta su ograničenja i preporuke za buduća istraživanja.
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