Supplier-retailer relational satisfaction in the chicken industry: rhetoric or reality

The purpose of this study is to determine the factors that influence the relational satisfaction between chicken retailers and chicken suppliers in Terengganu. In this study, relational satisfaction as the dependent variable and six independent variables, namely trust, commitment, service quality, personal, organization and the business environment. The independent variable in this research is divided into two components which are labelled as intangible factors and tangible factors. The result discovered that the correlation analysis, all six independent variables are positively and significantly correlated to the dependent variable. The regression analysis revealed that only the intangible variables have a significant and positive relationship with the dependent variable. Moreover, the trust factor is the most influencing factor among the retailers followed by service quality and commitment.Keywords: relational satisfaction; trust; service quality; chicken retailers; supplier