Study On The Impact Of Channel Control Mechanism On Channel Relationship Quality

Any enterprise can’t completely master all resources and capabilities in the market environment of both competition and cooperation,The relationship between different enterprise not only is the trading relationship but also should establish a strategic cooperative relations to cope with market risk.Manufacturer and distributor which are in the same marketing channel should establish the alliance of lasting stability,and good channel relationship quality is helpful to obtain high performance,but channel conflict and opportunism emerge in endlessly in the process of game,The purpose that manufacturers implement channel control is to avoid speculation or to control it within tolerable by constraining the dealers.As an important research content of channel control,how does control mechanism impact the relationship quality is an important research topic of this article.The thesis first to conduct literature review of theories about channel control mechanism and channel relationship quality,finding out the different types of channel control mechanism and the different dimensions of channel relationship quality.Control mechanism can be divided into contract mechanism and norms mechanism,and the relationship quality can be measured by trust and satisfaction and commitment.All these results of the analysis provide a theoretical basis for further research.Upon the literature analysis,the thesis establishes the research framework of the article,then according to the thinking of "behavior-relationship",the thesis puts forward hypothesis and builds the model how does different types of control mechanism impact trust,satisfaction and commitment model under the dealer perspective.The paper argues that contract mechanism has a positive effect on trust and satisfaction,norms regulating mechanism has a positive influence on trust,satisfaction and commitment,and each dimensions of relationship quality is interlinked.The thesis using questionnaire to acquire data,using SPSS17.0 software to carry out exploratory factors analysis and reliability test,using AMOS17.0 software for confirmatory factors analysis,then using structural equation model for path analysis of the theory puts forward by the above pattern to prove the hypothesis, finally according to the results correct initial model.The conclusion shows that contract control mechanism has a significant positive influence on trust,norms control mechanism has a appreciable positive influence on trust and satisfaction too,internal channel relationship quality has a significant correlation between each dimension. the paper also analyzes the lack of this study.