An Empirical Study On The Impact Of Channel Complaints Behaviour On The Satisfaction Of Channel Relationship

For more than 30 years,influenced by western culture,the study of Customer complaint behaviour has become a hot spot for scholars and managers at home and abroad.Consumer complaints represent an important turning point in corporate and customer relations.Scholars have shown that effective treatment of customer complaints can reduce negative reputation,enhance consumers' repurchase intention,and increase customer loyalty to enterprises.With the popularity of a variety of social media and social software(such as weibo,WeChat),consumers due to dissatisfaction with the negative word of mouth publicity will be devastating effects on the enterprise's image,if the enterprise fails to timely and effectively deal with the issue of consumer complaints,is likely to affect the further development of the enterprise.Secondly,on the basis of the research on consumer complaining behavior,scholars is turning to the study of the complaining behavior of organizational level,the organization in the market complaining behavior is a common phenomenon in the process of interaction between organizations,the research of this has a history of more than 30 years.In the research of marketing channel,channel behavior theory has been widely concerned by scholars.The upstream manufacturers of the channel hope to manage and control some behaviors of the downstream dealers,thus achieving the purpose of improving channel performance.A stable channel relationship not only encourages channel members to gain more beneficial returns,but also enhances the competitive advantage of channel members.Marketing channels is the basis of mutual cooperation between existence and only through the channels within the scope of the cooperation,will channel the main participants in the linked together,can efficiently and smoothly achieve the distribution of the enterprise goals.Marketing channels is on the basis of mutual cooperation between existence and only through the channels within the scope of the cooperation,the main participants will be linked together,and efficiently and smoothly achieve the distribution of the enterprise goals.As a result,both academia and business have become more and more concerned with establishing,developing and maintaining good trading relationships among channel members.But at the present stage,there is a lack of research on the complaints of distributors in the channel situation.Review of the literature at home and abroad,found that complaining behavior in the field of consumer behavior have been extensive and in-depth research,and in the context of channel complaining behavior research has yet to start,the existing literature is not to give full attention to this.In view of this,first of all,we have combed the previous research literature and conducted in-depth field interviews,which put forward the research framework of this paper.Secondly,in this paper,empirical research view the people who have the complained experience of channel distributors as investigation object.Theoretical contribution of this article mainly includes the following three points:potential contribution to the theory of this study is mainly manifested in the following three aspects:First,in this paper,on the basis of the consumer complaint behavior research in the field of literature,and combining the theory of channel behavior,introduces the concept of "complain" to the long-term interactive relationship between organization and introduces its concept into channel complaining behavior,further enrich and expand the channels of behavioral theory research.Secondly,based on channel complaining behavior,on the basis of defining the concept of combining the theory of channels is fair,behavior and so on,to build the concept of channel complaining behavior model,the driving factors of channel complaining behavior and the theory discusses the influence of channel relationship satisfaction,and conducted a series of empirical test,laid a solid foundation to the research of channel complaining behavior.Finally,this paper studies the complaint behaviors at the inter-organizational level and expands the research on the inner surface of the organization,thus enriching the research on the complaint behavior.In addition,this study found that for better implementation of the management of the channel member satisfaction has important revelation,channel situation of complaining behavior is a common phenomenon in the process of interaction of the channel member,but complaining behavior research in channel situation has not yet started,no related empirical research.Complaints,as a very common form of interaction,are often overlooked by channel managers and are not conceptualized in channel situations.The purpose of this paper is to help channel managers to re-understand and pay attention to channel complaints.In addition,the channels of complaint management as a kind of defensive marketing strategies,manufacturers can through relevant members of complaining behavior,timely solve led to complaints about behavior in channel events,grasp the market information,reduce the turnover rate of the channel member,improve loyalty and maintain fair cooperation channels atmosphere,and thus improve the efficiency of cooperation.