The customer-supplier relationship in Morocco’s retail sector

Abstract

This article will contribute to the identification and development of the various theoretical identifiers of the customer-supplier relationship in an inter-organizational environment. Indeed, we will develop our work on two parts according to a reasoning which follows a constructivist epistemological paradigm taking its impetus from different theoretical contributions which will be empirically verified thereafter. In the current article, we will initially carry out a theoretical framing of this work consisting in the presentation of the thematic field of research and the identification of the theoretical approaches presented by authors of our topic of research in order to measure the customer-supplier relationship. This theoretical investigation will lead us to identify the model of the “Peak Collaborative Index” which will be adopted within the framework of this article. Furthermore, the second phase of this work will consist of carrying out an empirical survey of companies operating in Morocco’s retail sector with the aim of verifying the applicability and relevance of the variables of the chosen index. So far, we will try to use all the indicators proposed by the Peak Collaborative Index with a view to identifying the customer-supplier relationship. We will also work for the practical verification of the applicability of these indicators in the Moroccan context. For this, we carried out a careful collection of quantitative data using a research questionnaire which will be verified following a confirmatory factor analysis using the SMART PLS 3 software. This will allow us to verify the practical applicability of the Peak Collaborative Index at the level of the retail sector in Morocco.

JEL Classification: M31

Paper type: Empirical research