Solving logistic conflicts between retailers and manufacturers: the role of interpersonal relationships

The logistical service is perceived as a key factor for reducing product shipment costs from factories to store shelves, while guaranteeing sufficient reactivity to satisfy unpredictable consumer demand. Although this service is taken into account in the supply selection process, large retailers in Morocco still remain confronted with the logistical failure of most of their suppliers (no respect of delivery periods, increase in shortage rate…). This dissatisfaction in terms of suppliers’ logistical skills is a major source of conflict. The aim of this paper is to show how the relationship between major retailers and their local suppliers staff make it possible to manage this type of conflict.