Role of retailers is very crucial in a supply chain of fast changing IT products as they have to maintain relationships with suppliers of IT products (manufacturers) and their customers. Since they have different objectives, both these relationships depend on different factors. Authors in this research papers makes an attempt to explore the factors affecting Retailer-Supplier relationship as well as Retailer-Customer relationship. Factors affecting these relationships were identified through literature review to prepare a questionnaire and primary data was collected through survey of 120 retailers of IT products in the market of Delhi and National Capital Region of India. Analysis confirms that retailers relationship with supplier and customer depends of different factors. Exploratory factor analysis of data also suggests that four factors influence Retailer-Supplier relationships, whereas five factors affect Retailer-Customer relationship.
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