A Study On The Main Factors Affecting Relationship Quality In Marketing Channels

Channel relationship is hotly discussed in relation marketing; relationship quality hasbeen an indicator in the exchange relations of channel members. For a long time,satisfaction has been the solo measurement of channel relationship. But now, trust hasalso been found as a crucial variable affecting the intention of channel members tokeep business in the fiiture. For the complexity of the trust, it has become a trend todiscuss personal trust and organizational trust respectively.There are lots of factors influencing channel relationship quality, this study sum up sixmain factors that have been discussed widely. This paper study how the main channelfactors influence relationship quality in the background of china computer digital field,it also find the relation between the relationship quality variables. Through ademonstration study, this paper tries to make some useful conclusions, which can givesome suggestions for the supplier to improve channel relationship with the dealer. Thepaper is separated into five parts:The first chapter introduces the background, content and innovation of the studyThe second chapter reviews the literature of relationship quality and the main channelfactors influencing relationship quality. Base on the literature discussion, this paperfinds out the room for study improvement.The third chapter proposes the framework and hypotheses of the study, and definesthe variable separately. Also in this chapter, it is described in details how sample wascollected and where is the scales from and how the questionnaire is made.Chapter four is a statistical analyses part, firstly the scales' credibility and accuracyhave been tested through the credibility analyses and validity analysis. Then throughperson relation analysis, partial relation analyses, regression analysis and LISRELanalysis, statistics are analysed all round, and hypotheses are tested by the analysis.The five chapter makes a conclusion of the analyzing result, and proposes somesuggestion for channel relationship management, also it give some advices for futurestudy.