Sebelas Maret International Conferences, The 2nd INCREDIBLE

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Determinant Factors of Seller Satisfaction in Fashion Wholesalers context
Amalia E Maulana, Julio Adisantoso, Bobie Hartanto

Building: Parallel Session 3
Room: I
Date: 2020-10-27 04:15 PM – 05:30 PM
Last modified: 2020-11-06


With a well-built connectedness, the business relationship between SME Fashion wholesalers and millennial resellers will be better at having the same goal, which is to both develop their business. Currently, there is a new trend in shopping known as the Omni Channel Environment, which combines various channels that can be accessed, both offline and online by consumers. This technological development is seen to be able to bring developments in shopping trends at wholesale stores and is widely adopted by resellers, especially those from millennial circles. The relationship between conventional traders and millennial resellers in the context of wholesale is a dyadic relationship that involves two actors in it. Each actor certainly has preferences and expectations that he wants to fulfill to create satisfaction. This study uses an ethnographic approach in gathering information. The purpose of this study is to find out what factors shape the connectedness between traders and millennial resellers, the dynamics of merchant and reseller relationships with the presence of omni-channels, and the perceptions that arise between wholesalers and millennial resellers. This study found connectedness that is driven by satisfaction which has four factors, namely communication quality, empathy, payment quality, and return of goods. The implication of this research can be used by stakeholders to make policies related to the pattern of wholesaler relationships.

Keywords: Seller Satisfaction, Connectedness, Fashion stores, Buyer-seller relationship