THE CONSEQUENCE OF PARTNER RELATIONSHIP QUALITY TO PREDICT THE SUCCESSFUL PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES (SMES) INTERNATIONAL JOINT VENTURES (IJVS) IN THAILAND INDUSTRIAL SECTORS

In: IBT Journal of business studies: JBS, Band 10, Heft 1

Abstract

Purpose:This study highlighted the importance of partner relationship quality captured by bonding, empathy, reciprocity and trust in SME IJV firms. Despite, there has been no systematic analysis has found in the literature regarding partnership quality in terms of relationship marketing (RM) and its effect on IJV business performance across several Thailand's industrial sectors.. Methodology/Sampling: By systematic random sampling, 835 questionnaires were distributed and 341 (42%) usable cases were returned for the final analysis. The study examines the direct and indirect effect of partner relationship quality and its consequence on SME IJV in Thailand across several industrial sectors. Findings: The results of the study confirmed the significant important of partner relationship quality represented by bonding, empathy, reciprocity and trust have fully mediated the relationship between MO and SME IJV performance. Practical Implications: Based on this finding, partner relationship quality is implicit to be important predictors to determine the success of SME IJV in Thailand.