The Influence Of Guanxi On Channel Voice In Marketing Channels

In the era of knowledge economy,the business environment in which enterprises are located tends to be more and more competitive,dynamic,complex and so on.In order to enhance competitive advantage,enterprises need to establish their own core competitiveness.In the marketing channel system,it is often particularly important for enterprises to develop long-term and stable cooperative relations with their partners,which requires channel members to have a certain degree of cooperation and initiative,take the initiative to voice for the growth and development of partners,correct problems with channel members in a timely manner,and communicate the information they have with their channel partners.This not only promotes relationships,but also benefits the entire channel.It can be seen that the channel voice behavior plays an important role in the development of enterprises.In the past two years,some scholars have begun to pay attention to the behavior of channel advice,but only to the extent that it is studied as a whole variable,there is no more in-depth study of the differences between different kinds of voice behaviors.Therefore,it is in this context that this paper divides the behavior of the voice behaviors into two dimensions:promotive voice behavior and prohibitive voice behavior,of which promotive voice behavior refers to the expression of new ideas or suggestions by employees to improve the overall functionality of their work units or organizations and prohibitive voice behavior refers to employees boldly point out work practices,events,or express concerns about the harm that may be harmful to the organization.Such dimensional division can give us a more in-depth understanding of channel voice behavior,and bring some enlightenment to the management practice of enterprises.Based on the theory of interpersonal relationship,this paper studies the influence of the three dimensions(Renqing?Ganqing?Mianzi)of Guanxi on promotive voice behavior and prohibitive voice behavior,and studies the influence of two kinds of channel voice behavior(promotive voice behavior and prohibitive voice behavior)on the channel economic performance.A total of 321 valid questionnaires were collected by distributors in the furniture industry.By using SPSS 20.0 and AMOS 21.0 software analysis data,the hypothesis was tested by descriptive statistical analysis,reliability analysis and regression analysis.Through the analysis of data,the hypothesis is tested in this study,and the results show that:Renqing promotes the occurrence of promotive voice behavior and prohibitive voice behavior,Ganqing has no significant effect on promotive voice behavior,but is positively related to prohibitive voice behavior,and Mianzi has no significant effect on promotive voice behavior and prohibitive voice behavior.Promotive voice behavior will lead to the improvement of channel economic performance,while prohibitive voice behavior has no significant influence on channel economic performance.The theoretical contributions of this paper are as follows:First,we divide the channel voice behavior into two dimensions:promotive voice behavior and prohibitive voice behavior,and empirically examine whether the various dimensions of Guanxi will have different influence on these two kinds of channel voice behavior.The empirical results can help to fill the deficiency of the channel voice behavior as a variable at present,and deepen the understanding of the behavior of the channel voice.Second,this study discusses the local variable of Chinese cultural embeddedness��Guanxi,enriching the influence factors of channel voice behavior in the situation of Chinese enterprises,and contributing to the localization research of channel voice behavior.The results of this paper also have a certain guiding role in the practice of enterprise management:First,suppliers can promote channel voice behavior by enhancing their Ganqing with the distributor's border personnel or by"giving Renqing " to the distributor.Second,for the whole marketing channel system,active sharing of information that is critical to the survival and development of channel partners will lead to the improvement of the entire channel economic performance.