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Purpose -The purpose of this paper is to use high-tech companies in Taiwan as research subjects to verify the fit of the commitment-trust theory and explore the supply chain relationships among research variables. Design/methodology/approach -The key mediating variables model (KMV) proposed by Morgan and Hunt is applied to construct the research structure, hypotheses, and questionnaire. The research hypotheses are validated through structural equation modelling and confirmatory factor analysis. Findings -Research results show that for two parties of an exchange relationship, higher levels of trust can lead to better interactions and trust is an important factor affecting their supply chain partnerships. It helps increase interests of both parties, facilitate constant co-operation and communication, and reduce uncertainties. Higher levels of commitment can also help increase value benefits, reduce a partner's propensity to leave, and enhance supply chain co-operation efficiency. Originality/value -Empirical results indicate that relationship marketing is a strategy that promotes trust and commitment of partners in high-tech industries. While information sharing and communication can increase partners' intention of long-term co-operation, functional conflicts can facilitate positive interactions and reduce uncertainties. Through relationship marketing, high-tech companies can create win-win strategic alliances to develop their competitive advantages in the market.

The rapid development of the Internet has facilitated the proliferation of online stores. How businesses can seize this enormous business opportunity and survive intense competition is an important issue. Based on strategic experiential modules (SEMs), including sense, feel, think, act, and relate, this study attempted to explore the type of experience preferred by consumers of lativ, a well-known low-cost apparel brand in Taiwan, and further examine the relationship between customer satisfaction and loyalty. Results showed that perceptions of experiential marketing differed significantly on some demographic variable; experiential marketing was positively related to customer satisfaction and customer loyalty; customer satisfaction and customer loyalty were positively related; and experiential marketing was a significant predictor of customer satisfaction and customer loyalty. The empirical results about experiential marketing were obtained from the online apparel retail industry.