Research On The Channel Behaviour’s Impact On Channel Relationship Quality

With the development of economic globalization and information technology, the market competition becomes more and more fierce, in that the future market is not only competition of products but also competition of channels, and the smooth performance of channels becomes more and more important for enterprise development, that is, the era of channel comes. In such a background, the traditional way of channel management is difficult to meet the need of development of times and society, the relation between supplier and distributor turns from zero-sum game into competition game of win-win, which requires suppliers to change the original way of channel behaviour to improve the quality of channel relation with distributor.Currently, in the marketing channel research, foreign scholars pay more attention to channel behavior and research on channel relation quality, while Chinese scholars emphasize on the channel transform, channel integration, and channel conflicts, etc."The channel behavior’s impact on the quality of channel relationship" has not yet received enough attention. The present situation shows that, Chinese scholars focus on qualitative research in this field, while rarely involves the quantitative research, which results in few representative research in this field and leaves a lot of space for research.This paper first introduces the basic theory of channel behavior and relationship quality; Secondly, combined with the current situation of Chinese enterprise channels, and on the basis of relevant theories, we designed the questionnaire and used principal component analysis to explore the main channel behaviour influencing channel relationship quality, then established the influencing model and put forward the related hypothesis of this paper; Then, after the initial questionnaire we deleted indicators which are not qualified, to ensure the reliability and validity of the questionnaire, and based on this, we conducted formal questionnaire survey of a large sample, and furthermore, we carried on factor analysis and correlation analysis on questionnaire data, then established the structural equation theoretical model, and used path coefficient of model to examine and correct the structural equation model, which verified the previous assumptions; at last, through the relevant conclusions of theoretical and empirical study, we put forward feasible suggestions and strategies based on the improving of reasonable channel behavior and channel relationship quality.The innovation of this paper is:in reference to foreign scholars works on channel behavior connotation definition, relationship quality and relationship quality dimensions, and conducted principal component analysis on the questionnaire data to explore the main channel behaviour influencing channel relationship quality, then established "the theoretical model of channel behavior’s impact on channel relationship quality", and conducted empirical verification on this model through questionnaire of the actual condition on Chinese enterprise channels.