The dynamic market environment in the global supplychain has increased the pressure and challenges amongthe manufacturing companies in Malaysia to beinnovative, to improve quality and to reduce cost. In thepresent competitive environment quality management iscritical as products must meet expectation of globalcustomers in terms of quality, design and priceexpectations. Furthermore, as the supply chain isstretched, fragmented and complex world wide, the issueof managing quality in a global supply chain has becomemore important. The development of strategicrelationships with suppliers can contribute to qualityperformance. In addition, relationship with customersenable firms to focus on the meeting their needs.Emphasis on supply chain quality orientation amongsupply chain partners is crucial to improve relationshipswith their suppliers as well as customers. The mainpurpose of this study is to investigate the effect of supplychain quality orientation on supplier relationship andcustomer relationship. 550 questionnaires were distributedto managers in the manufacturing companies in Malaysiaand 151 questionnaires were analyzed. The resultsrevealed that supply chain quality orientation leads tohigher level of supplier relationships and customerrelationships.