| With the rapid changes in the technology,business and economic environment,organizations should continuously improve their products and services in order to maintain their competitive advantages and enhance the innovation and flexibility of their businesses,which puts forward higher requirements for their employees.Companies hope that employees have a stronger sense of autonomy and ownership,think actively for the development of enterprises,give suggestions for the growth,and help enterprises improve decision-making efficiency and correct problems timely.Employees make suggestions like this not only contribute to the development and growth of enterprises,but also to create more opportunities for themselves.Enterprises not only need to listen to suggestions from their staff,but also want to hear the suggestions of cooperative enterprises,especially in the marketing channels.The enterprise in the marketing channel system is not only an independent entity,but also a part of the channel system.The suggestions of channel members are beneficial to the maintenance and development of the relationship between the two parties,and also help to solve the problems in the channel in a timely manner and to a certain extent positively affect the channel performance.In addition,channel advice is also an important extra-role behavior.However,the existing literature has not given enough attention to this,so far there is no relevant empirical research to explain the mechanism of channel suggestions.Therefore,we think that it is of great practical value to conduct concrete empirical research on channel suggestions in terms of how to manage the suggestions of enterprises in the practice of enterprise management,and also make up the research gap about channel suggestions.Given this,we combed the related literature and carried on the in-depth field interview,then putting forward the research framework of this paper;Secondly,this paper empirically studies the distribution of furniture industry,collecting 193 effective questionnaires.We use SPSS21.0 and AMOS21.0 as statistical analysis software and analyze the data.Again,this paper uses layered data regression.Finally,the paper concludes that the extroversion,responsibility and relationship marketing orientation of distributors are significantly positive to channel voice.Channel voice can significantly improve channel relationship performance and economic performance.The theoretical contributions of this paper are:this paper focuses on a specific type of extra-role behavior in channel,which will deepen and expand the research on the extra-role behavior of channel;Secondly,based on the theory of channel behavior,social exchange and transaction cost,this paper constructs the empirical model of antecedent variables and result variables in the aspects of individual level,relationship and environment,and the empirical results can help the system understand the mechanism of channel voice behavior;Finally,this article relates channel voice behavior and channel performance,which can help instruct how to design better governance mechanism to promote channel channel performance.The conclusions of this paper also have some practical inspiration to the enterprise managers:First,in our research,we find that distributors' suggestions on Channel Member's Voice can significantly improve the relationship performance and economic performance in marketing channel.This may enlighten some enterprise managers in channels.On the one hand,we can use channel suggestions to strengthen the relationship between manufacturers and distributors.On the other hand,taking Channel Member's advice helps to enhance the economic performance of the whole channel.When channel members found or grasp the important first-hand information in the channel system,they should promptly expressed,provide necessary information support for manufacturers to promote the overall channel development including itself.Secondly,for different distributors who have different characteristics,their willing to voice is not the same.We find distributors who are more outgoing and responsible tend to voice more easily.This inspired manufacturers in the management of the channel system who should recognize the different characteristics of the distributors on the impact of channel voice and promote responsible and outgoing business partners to voice.Thirdly,we also found that most companies will be more inclined to make suggestions to the manufacturer when they are in a fierce market environment in order to obtain more resource advantages.If the company believes that the market environment is more competitive,it is more necessary fom them to make suggestions in order to get more resources from manufacturers and improve their competitiveness. |
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