• The Journal of Asian Finance, Economics and Business
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• v.7 no.10
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• pp.275-281
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• 2020

This study aims to explore a new approach of relationship assessment by partially employing attitudinal commitment to measure the influence on perception of cooperation within the Vietnamese rice supply chains, which begins from commercial enterprises up to the retailers in the Vietnamese market. The quantitative research is first built around the measurement instruments for the constructs of relationship quality (RQ) and its dimensions; next, a questionnaire is designed; finally, we deal with sample issues and analyze the data to answer the research questions. The truncated sampling technique and Likert-scale survey is a suitable method for analyzing Vietnamese rice retailers and data collection. The preliminary test was conducted using SPSS Statistics; the main test was, then, carried out to evaluate the proposed model and test the hypotheses. Appropriately, the results point to a significant influence of attitudinal factors on trust and satisfaction. In addition, with the involvement of perceived trust and satisfaction, that combination showed the mediating effect between the attitudinal factors and the relationship quality. The ad-hoc analysis indicated the significant role of the two mediators. To be more specific, the high degree of trust and satisfaction has a positive impact on the formation of the relationship between participants in the sector.