Assadej VanichchinchaiMahidol University2022-08-042022-08-042021-08-13Journal of Business and Industrial Marketing. Vol.36, No.8 (2021), 1520-1533088586242-s2.0-85100987627https://repository.li.mahidol.ac.th/handle/123456789/76441Purpose: This study aims to explore the links among supplier relationship (SR), customer relationship (CR) and supply performance (SP): cost, flexibility, partnership and responsiveness for manufacturing sector in Thailand. Design/methodology/approach: Having extensively reviewed literature, the survey instruments were proposed and validated by experts and statistical techniques. Path analysis of structural equation modeling was used to assess the hypotheses. Findings: It revealed that CR has significant positive direct effects on every SP construct. SR has a significant positive direct effect on CR but has no significant positive effects on SP. However, SR has significant positive total effects and indirect effects on every SP through CR. Originality/value: This study presents insights into the arguments about the links among SR, CR and SP. SR should not be introduced alone. It should be applied together with CR to improve SP.Mahidol UniversityBusiness, Management and AccountingArticleSCOPUS10.1108/JBIM-01-2020-0033