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Empirical Study on the Effect of Maketing Channel Communication on Relationship Performance

Author: YunLeZuo
Tutor: LiDong；HuBaoLing
School: Qingdao Technological University
Course: Business management
Keywords: Marketing channels Channels of communication Relational governance Relationship Performance
CLC: F274;F272
Type: Master's thesis
Year: 2010
Downloads: 85
Quote: 0
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Abstract


The channels of communication channels between members of the adhesives, is a relationship between the ability to bring strategic advantage to the channel members. Given its importance, the channels of communication increasingly attracted the interest and attention of academia and industry. At present, domestic and foreign scholars have focused on the relationship between the properties of the channels of communication tools and financial performance, and ignore the channels of social communication properties and their impact on relationship performance. Channels to communicate the relationship between the performance of the Chinese scenario, not only has important theoretical significance and also has some practical significance. This paper focuses on the channels of communication affect relationship performance \First, through literature review, to define the concept of channels of communication and relationship performance, constitute clear channels of communication and relational governance dimension, pointed out the problems in the existing research. Secondly, based on transaction cost theory and social exchange theory to build channels of communication - relational governance - the relationship between performance mechanism conceptual model and hypothesized relationships among variables. Finally, use the data collected in the survey, the use of linear regression and structural equation modeling empirical test of the assumptions of the study, and the results are discussed and explained. By empirical test, the main conclusions of this paper are: (1) instrumental communication and social communication will significantly improve the relationship between performance of retailers, instrumental communication relationship performance is stronger than social communication; (2) tool for communication and social communication will significantly increase retailers' use of relational governance, the instrumental role of communication; (3) the use of relational governance, joint problem-solving not only help to improve the retailer relationship performance, but also between the channels of communication and relationship performance plays a mediating effect of joint planning and does not significantly improve the retailer's relationship performance. The innovation of this paper is to: (1) define the concept of the relationship between performance, this paper examines the channels of communication in the Chinese context relationship performance. In this paper, China's cultural background, based on the behavior channel performance view defines the relationship between the performance of concept, and empirical test communication channels in the Chinese market environment, the effect of the relationship between performance; (2) the introduction of relational governance to the channels of communication and channel performance relationship, and to build and verify the mechanism of action of the channels of communication - relational governance - the relationship between performance model. In this paper, based on transaction cost theory and social exchange theory, the theoretical analysis of the channels of communication, the relationship between relational governance and the relationship between the performance of the three, and empirically test the mediating effect of relational governance.

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