Based On Empirical Study Of The Relationship Between Memory Channels Relational Learning Model

In 1990s, research on channel relationships has been a mainstream in the marketing research field. In practice, it is also proved that in the long-term oriented relationship channel members can solve channel conflict, decrease transaction cost, and improve transaction efficiency to achieve better channel performance. Channel management is manifested to be adjustments and norms focusing on relationships, and interactional working procedure between channel members. The marketing scholars have gone through two stages in the channel relationship research, including the structure mode and the behavior mode. Now their research mainly focuses on how to build effective relational learning to enhance the long-term relationship.Most scholars pay attention to the importance of trust in channel relationships, but neglected the effectiveness of relational learning on channel relationships. Channel, as a value delivery system, interaction is its main characteristic. The evolution of channel relationship itself is considered as learning progress between channel members.Core concepts of organization learning are composed of knowledge and memory. We describe relational learning with communication, cooperation and adjustments, and relational memory with relational capital and relational norm, important notions from relationship marketing and then try to analyze its important functions on long-term relationship.On the foundation of learning theory, organization behavior theory, relationship marketing and channel marketing theory, this paper is aimed at analyzing the channel relationships from the learning perspective and attempts to study influence of relational learning on relationship quality and long-term relationship. The result shows that relational learning has a positive effect on relational intention. Relational memory mediates the effects of relationship learning on long-term relationship.