The Impact Of Channel Fairness On Relationship Exit Propensity,Voice And Loyalty:the Regulation Of The Long-tern Relationship Oriention

Small dealers haven a more inportant role in channel with the China’s retailing industry development. So dealers hope that they can get more right to speak and weaken the suppliers’power. On the contrary, supplier still hope to remain their strong position in channel, so opportunistic behavior and conflict are filled in channel relationship between suppliers and dealers. Due to an increasing conflicts between suppliers and dealers, channel members pay more attention to the transaction fairness,so fairness is seen as an important indicator to measure symbiosis. Therefore, the important response variables of channel members——relationship exit propensity, voice, loyalty are drawn into this paper. At the same time, this paper also adds to a regulated variable——long-tern relationship oriention which do the companise and dealers pay more attention to and studys the suppliers and dealers with long-tern relationship oriention whether it can efficiently solve problems and improve loyalty when they meet relationship problems under the China’s marketing channel background. This is also one of this paper contributions. This paper also want to provide more theoretial foundation for construction good relationship between them though studying these variables.Concerning our research variables and plentiful reading documents, the studying frame of this paper and models are provided and simultaneously a series of assumptions are also provided. Owe into empirical research, this paper uses a questionnaire approach to furniture franchisers in dalian area. At last we collected160questionnaires, among144applications. And then using SPSS16.0and Amos17.0analysed these datas, obtaining the final conclusions. In addition, the paper discussed and analysed these conclusions and reaffirmed the theory contributions, then stated the administration suggestions. These shortages will give the direction for reseachers to further studying.From the perspective of channel dealers, the conclusions have been obtained as follow:the stronger are the dealers perceived distribution fairness, the lower is the relationship exit propensity for dealers. However, there is no impact between prcocess fairness and relationship exit propensity; No matter distribution fairness or prcocess fairness have influence on voice; the suppliers’prcocess fairness can significantly improve their loyalty,but distribution fairness is no impact on loyalty. Under the regulated variable of long-tern relationship oriention, distribution fairness and prcocess fairness have significantly influence on voice, and it makes us surprise to obtain this conclusion that prcocess fairness reversely impacts on loylaty.The above findings also have practical implications for our national enterprises. Enterprises should pay more attention to distribution fairness at the beginning of building relationship, which can reduce dissatisfy and prevent members exit the relationship. But if an enterprise wants to construct a long-term relationship, it need to pay more attention to prcocess fairness,because only prcocess fairness can improve loylaty.