Effect of Relationship Quality in Collaboration and Innovation of Agricultural Service Supply Chain under Omni-Channel Model

Baojun Yang, Bo Yuan, Ning Yang, Yan Liu, Ruiqi Jia, Yongyan Wang, Ting Miao (), Jianxu Liu and Songsak Sriboonchitta
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Baojun Yang: School of Business, North Minzu University, Yinchuan 750021, China
Bo Yuan: School of Business, North Minzu University, Yinchuan 750021, China
Ning Yang: School of Business, North Minzu University, Yinchuan 750021, China
Yan Liu: School of Business, North Minzu University, Yinchuan 750021, China
Ruiqi Jia: School of Business, North Minzu University, Yinchuan 750021, China
Yongyan Wang: School of Business, North Minzu University, Yinchuan 750021, China
Ting Miao: School of Business, North Minzu University, Yinchuan 750021, China
Jianxu Liu: School of Economics, Shandong University of Finance and Economics, Jinan 250014, China
Songsak Sriboonchitta: Faculty of Economics, Chiang Mai University, Chiang Mai 52000, Thailand

Agriculture, 2022, vol. 12, issue 11, 1-14

Abstract: The goal of this study is to investigate the regulation effect of relationship quality in the process of the omni-channel (OC) model on service supply chain (SSC) collaboration of agricultural products. Furthermore, it is also to explore the intermediary effect of SSC collaboration in the process of service innovation and OC. A questionnaire was developed, research data were gathered from businesses in the agricultural SSC in western China, and an empirical study was carried out by using the AMOS multivariate statistical analysis approach after a thorough review of the literature in recent years. The study demonstrates that the OC model has a considerable impact on service innovation, SSC collaboration has an intermediary effect, and the quality of supply chain (SC) relationships has a regulation effect in the model. The results inspire academics and industry professionals to focus on SSC collaboration, improve the OC model’s administration, and promote service innovation in agricultural SC. Finally, the paper proposes suggestions to promote agricultural product development in western China in terms of enhancing SSC collaboration, OC model, and service innovation.

Keywords: omni-channel (OC) model; service supply chain (SSC); agricultural products; service innovation; China (search for similar items in EconPapers)
JEL-codes: Q1 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:gam:jagris:v:12:y:2022:i:11:p:1932-:d:975442

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