Electronic Logistics Services: The Mobile Phone Industry in Taiwan

This study begins with discussing the relationship between the marketers’ organizational performance and E-marketing performance in the Taiwan’s mobile phone industry. From the perspective of dealers, this study discovers the effects on Relationship Quality, which generated by expected benefits derived from implementing the interorganizational information system on the management of marketing activities. The authors conducted Structural Equation Modeling approach on marketers and dealers respectively. The quality of the information system will affect marketers’ intention to use. Research findings also suggest that the system quality and information quality will affect marketers’ satisfaction and then will affect the Relationship Quality among dealers. From the implementation of information systems, the Relationship Quality has positive effects on the expected strategic benefits, informational benefits and transactional benefits. Therefore, combining the two perspectives from marketers and dealers, this study examines how the E-marketing channel contributes the effects of Relationship Quality on both marketers and dealers.