Channel Behavior Based On The Relationship Between The Quality Of The Mechanism

Marketing channel is a critical resource of a manufacturer. The maintenmance of the relationship with channel members becomes so urgent for manufacturer. In this thesis the author focuses on the integration of relationship quality and marketing channel bebaviors. Under reviewing the related theory, such as relationship marketing, interacton/networks approach, transaction cost, resource dependency, relational contracts, and social exchange. It analyzes the limitation of previous studies of relationship quality and marketing channel behaviors, and presents the integrative study approach based on the political-economy paradigam and interaction model. Moreover, the authors studies the key contructs of relationship quality, for instance, trust, relationship commitment, and reationship commitment, and also studies marketing channel behavior process, such as coopration, communication/information exchange, conflict, influence strategy, and adaptation. The thesis also focuses on the factors that influence the interaction between sentiment prosess and behavior process, such as enviormental uncertainty, avialibility of alternactive and product importance, organization similarity and shared value, structural bonds and social bonds, and decision-marking structure, especially interdependence. It also analyzes the outcomes that the interaction results in. At last, it studies on the interaction of diffent concepts, and provides an integrative conceptual model in dynamic and static perspective, and utilizes the input-output way to combine so many concepts clearly. In total, it describes clearly the interaction of relationship quality and marketing channel behaviors and put forword some constructive suggestion for management implication.