A Study On The Influence Of The Supplier's Channel Power To The Distributor's Satisfaction

Since the last seventies, studying the influnce of the channel power to channel satisfaction has become a prominent role in channel research. However, the conclusion of different researchers are different: Some researchers found that the influnce of the coercive power sources to the dealer'satisfaction is positive, and the influnce of the noncoercive power sources to the dealer'satisfaction is negative,such as Hunt and Nevin(1974); Some researchers found that there are no influnce relationship between the coercive power sources and the dealer'satisfaction, such as Wilkson( 1979); Some researchers found that there are positve influnce relationship of the coercive power sources to the dealer'satisfaction,such as Johnson, Sakano and Onzo( 1993) . The study on marketing channel before in our country were concentrated on theoritic description, only minority representatives have done some quantitative research. This research draws lessons from domestic and international relevant research results and carries on overall and systematic research between the supplier's channel power and the dealer' satisfaction, regarding retail trader of a certain industry of our country as the sample. Base on the lessons of past research results, the paper build a new theoritic model which describe the relationship among the base of the channel dependence, channel power, the coercive influence tactics, the noncoercive influence tactics and the dealer' satisfaction. Then, the research has designed a feasible research questionnaire by taking the automobile distribution of our country as the backgroud, and have carried on questionnaire investigation to the automobile distributor of the Shanghai Volkswagen in Hunan , Hubei , Jiangxi , Guangdong to collecte effective data. Finally, the research analyse the data using SPSS statistics and structural equation model. The analysis results indicate that there is a positive influnce relationship of the dealer' dependence to the supplier' channel power; A negative relationship exist between the coercive influence tactics and the dealer' satisfaction and there is no relationship between the noncoercive influence tactics and the dealer' satisfaction; the supplier' channel power has influence to the supplier' selection of the coercive influence tactics.