Structural Equation Modeling - Relationship between Brand Value and between the Buyers of Arge Talaei International building Correlation Company's Products: Case Study of Seven Countries
This study has been conducted on structural equation modeling between the supplier competence with purchasing value, buyer satisfaction, switching cost, brand trust, brand loyalty, relationship quality, relationship commitment and transaction performance, in the buyers of Arge Talaei International Company's Products (Seed Production). The statistical samples of this study are the the staff of companies that buy Arge Talaei products from 7 countries (Asia and Europe), Greece, Turkey, Kazakh, Kyrgyzstan, Iran, Iraq, Emirates from which 247 were selected randomly. In order to collect the data, nine types of questionnaires containing 55 items were employed: 1- supplier competence, 2- purchasing value, 3- buyer satisfaction, 4- switching cost, 5- brand trust, 6- brand loyalty, 7- relationship quality, 8- relationship commitment, 9- transaction performance. All of these questionnaires were originally administrated in Korea by Han and Sung in 2008. For estimating reliability, Cronbach's Alpha Tests were used. The results revealed that there is a significant relationship (p< 0/01) between supplier competence, purchasing value, buyer satisfaction, brand trust and loyalty, relationship quality, relationship commitment and transaction performance (except switching cost). Furthermore, the results of Sobel T pointed out that supplier competence, directly affects purchasing value and buyer satisfaction, and purchasing value and customer satisfaction indirectly affects commitment, brand trust and loyalty.