The purpose of this study is to examine the relationship among information sharing, supply chain flexibility, and constructive conflict resolution (antecedents of supply chain integration factors) as independent variables, supply chain integration type (internal and external integrations) as mediate variables, supply chain integration performance (internal satisfaction and customer satisfaction performances) as dependent variables and market orientation as moderate variable. In order to develop hypotheses concerning variables, literatures were reviewed to verify relationships. The developed 30 hypotheses were tested by regression analysis with SPSS 20, commercial statistical package. The test results can be summarized as follows.
First, the antecedents of supply chain integration type impact positively on two types of integrations in supply chain, respectively. Second, internal and external integration in supply chain positively affect on two performances of supply chain integration, respectively. Third, market orientation plays a moderating role between supply chain integration type and supply chain performance. However, there is no moderating effect of market orientation between internal satisfaction and customer satisfaction performance. Finally, supply chain integration type does not play a mediating role between the antecedents of supply chain integration type and performances of supply chain integration. However, internal integration of supply chain shows mediating effect between supply chain flexibility and internal satisfaction performance (p<0.1). Also, internal and external integration of supply chain represents mediating effect between information sharing and internal satisfaction performance.
This study finds the reasons why companies should focus on supply chain integration. Information sharing, supply chain flexibility and constructive conflict resolution are important factors for supply chain integration. In order to obtain good supply chain integration performance, both internal integration and external integration are necessary. Especially, market orientation is needed to obtain better performance because high level of market orientation leads a company to have constructive relationship between supply chain integration and satisfaction performance.