Prolonging retailer-supplier relationship: a study of retail firms during COVID-19 pandemic

The world is beholding new drifts in retail buying, health services, social factors during the current pandemic. Retailers and suppliers are challenged to take the risk and prepare themselves to implement strategic actions according to the dynamic environment. This study has made an effort to identify the key determinants of the retailer-supplier relationship to be focused on surviving amidst COVID-19 pandemic. This study aims to identify the key determinants of retailer-supplier relationship and assessing retail firms' supply chains appropriate as per key determinant to be intensive in a pandemic situation. The work reveals collaboration efficiency and co-creation are the prominent determinants for dealing the retailer-supplier association. The study shows that order fulfilment is the most suitable RSCs for creating co-creation and capabilities in managing humanitarian logistics to survive in the COVID-19 pandemics.