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Study on the Influence Factors of Relationship Commitment in Marketing Channel

Author: WuXiaoJuan
Tutor: ChenTao
School: Wuhan University of Science and Technology
Course: Business management
Keywords: Marketing channels Relationship Commitment Influencing factors
CLC: F274
Type: Master's thesis
Year: 2007
Downloads: 293
Quote: 7
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Abstract


The relationship between manufacturers and distributors in marketing channels direct impact on the competitive advantage of enterprises , it has become the focus of the marketing academic research . Channel members expect to maintain relations between the two sides of the attitude that relationship commitment is a key factor of the relations and coordination . From the dealer 's perspective , the Chinese localization context , the role of various channels influencing factors on relationship commitment , made ??several recommendations for the manufacturers better handling and improved channel relationships . Channels , many factors affect the relationship commitment of dealers and manufacturers , the study on the basis of finishing a review of the relevant literature , summed up the four main factors that standardized value , quality of service , trust , relationship termination costs . Understand the impact of relationship commitment factors that contribute to the analysis dealers held some type of relationship commitment and the reasons for each dealer to help manufacturers take a different channel relations strategy . The paper presents a channel relationships commitment factor model , field research and Wuhan and Guangzhou and distributors of electronic products in the form of a questionnaire . Through empirical research found , value specification revenue commitment , transfer cost commitments as well as feelings of commitment have significantly positively related and affect ; dealers perceive the quality of service and revenue commitment , emotional commitment to significantly positively related and impact , commitment to transfer costs have a significant negative related and impact ; commitment and the emotional commitment of dealers perceived level of trust and gain commitment to transfer costs significantly positive correlation and influence ; the dealers perception of the relationship between termination of the costs and benefits of commitment , the commitment and the emotional commitment of the transfer cost significantly positive correlation and impact .

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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