Study On The Influencing Factors Of Distributous’ Loyalty Based On The Relationship Quality

After over20years of rapid development, China’s household electrical appliance industry has entered into white-hot competition stage. With the technology convergence, product homogeneity, excess capacity, and the reduction of demand, home appliance enterprises rely on channel especially terminal more than before. How to get the competitive advantage at terminal has becomes the theme of industry competition.Though the rapid development of all kinds of emerging channel mode (such as national or regional home appliance chain stores, e-commerce, etc.) caused serious impact to the traditional mode of retailers, the place of traditional retailers still cannot be replaced. On the one hand, because of the cost and some other factors, chain stores cannot cover the whole country in the short term, in the third or fourth market, especially backward, remote areas, the traditional retailers mode will still exist for a long time, and occupies a dominant position; on the other hand, online trading mode is convenient to get increasingly the welcome of people, but because of the constraints of security of electronic payment system, the distribution problems, as well as customers, the large part of what is young men who have the capacity and condition of shopping online, e-commerce channel mode is still unable to replace the traditional mode.On the basis of researching large number of domestic and foreign literature, and after interviewing staffs from marketing department of the electrical appliances enterprise and traditional retailers, the study found that the channel quality is the premise of retailers’ loyalty. Under the guidance of such idea, the author combined the existing channel theory with the actual condition of the characteristic of household electrical appliance industry, the study put forward a model that including brand performance、relationship investment、perceived fairness as the independent variables, and relationship quality as the a mediating factor. The results of the empirical investigation show that brand performance and relationship investment have significant influence on traditional retailers’ loyalty under the mediating role of relationship quality, Distributive justice has indirect influence on loyalty through commitment; Procedural justice had significant influence on both trust and commitment, but has no effect on loyalty through relationship quality.