Relationship Exit Propensity, Voice And Loyalty: The Impact Of Channel Fairness

The increasingly heated market competition conditions required the upper channel enterprises should formulate effective control mechanisms to make the channel relationships operate continuely and efficiently.From the transaction cost theory and contract theory in early years,to the relationship norms which the scholars concern in recent years, most of them are discussing the influences of the control mechanisms on the channel actions.However,by the perspective of associated documents,I found that fairness is one of the foundations which constructs the long-term business relationships.In addition,in order to explore more channel action variables,the article focuses on the loyalty which is relatively mature variable in the B-C field at home and abroad,while relatively rare in channel area,relationship exit propensity which has begun in foreign B-B field but still doesn't receive the attention of Chinese scholars,and the voice variable which does not receive the attention of the foreign and the home scholars.The above three variables altogether as the focus of my research aim to discuss fairness as a channel behavior.how its two dimensions influence three channel behavioral response variables when channel members face problem relationships.The contribution of this research lies in that it tests empirically the impact of fairness on three channel behaivor when they face with problem relationships, it also enriches the researches on existing channel behavior response variables.It opens a new reference perspective for the future authors.Concerning our research variables and after a more comprehensive and detailed study of documents,I bring up theory frame and a number of assumptions.In the direction of the model,the article uses a questionnaire approach to furniture franchisers in dalian area,collecting 144 applications.The study uses statistical analysis software SPSS 13.0 and Amos 7.0 to analyze the collected data in order to ensure our assumptions verification more scientificly and strictly.According to our study results, I have a intensive discussion on the revelation,and reaffirmed the theory contributions,then stated the administration suggestions.At last, the article points out the limitations and addresses the directions for future study which provides research space for follow-up scholars.From the perspective of channel dealerships,we do a empirical research on the relationships between the perceived fairness the dealers received from their suppliers or manufacturers and their relationship exit propensity, voice and loyalty.The results reveal that the different dimensions of fairness have different effects on EVL.Specificly,the dealers's perceived distribution fairness has a marked negative impact on their exit the current relationship propensity,but their perceived procedure fairness has no impact on their relationship exit propensity.The dealers perceived distribution fairness has no impact on their loyalty,while the perceived procedure fairness can significantly improve their loyalty on their relationships with the suppliers. Both the perceived distribution fairness and procedure fairness of the furniture dealers conduct a significant positive effects on voice.In addition,relative to distribution fairness.the procedure fairness plays a stronger role on the use of voice.According to the conclusion of the study,enterprises can make clear that different dimensions of fairness have different impact on their behavior actions.That is to say whether from the angle of relationship maintaining or relationships restoring,the supplier enterprises should pay attention to the promotion of channel fairness,so as to make the relationship more effective,long-term and healthy.We can say that the study not only has a very important theory significance, it also provide a clear and operational suggestion,so it has a more profound management connotation.