Study On The Impact Of Use Of Reseller Channel Power On Attitude Commitment And Relationship Satisfaction Of Manufacturers

Marketing channel is one of the four ingredients of the marketing mix, there are two major areas in channel theory:channel structure research and channel behavior research. Presently, researching channel behavior becomes hotter, that is, channel members know how to establish and deal with the channel relationship. The paper selected use of channel power as independent variable, at titude commitment and relationship satisfaction, important measure indexes of relationship qualities, as dependent variables, doing associated studies.The paper took pharmaceutical industry as an example to study how the use of reseller channel power influences the attitude commitment and relationship satisfaction of the manufacturers. Firstly, the conception frames of use of channel power, attitude commitment and relationship satisfaction are summarized in this paper:use of channel power is composed of use of coercive power and use of non-coercive power, attitude commitment is composed of calculated commitment and affective commitment, relationship satisfaction is composed of economic satisfaction and non-economic satisfaction. The data are collected from employees of enterprises by two kinds of methods:field investigate and e-mail interview. Finally, providing data for the verification of hypotheses by using statistical software SPSS 13.0.According to the result of this paper, use of non-coercive power is significantly actively related to calculated commitment, affective commitment and relationship satisfaction.But use of coercive power is not significantly related to calculated commitment, affective commitment and relationship satisfaction. The paper ends with the advice to administration, the limitation of the research and the bright direction for following research in the future.