Voice Or Exit:Different Reaction Mechanisms Of Channel Satisfaction

With the intensification of competition in markets, the competition of different channel chains in the same industry has become fiercer and fiercer. How to make the channels sustain long-term, stably developing, efficiently and quickly running has become an urgent assignment for more and more upstream enterprises to overcome, However, according to the survey, an annual10percent of enterprises chose to end the current channel relationships and rebuild a new channel relationship. What it intimated behind the proposition is undoubtedly associated with channel relationship exit, appeal and other influencing factors.Relationship exit, appeal are important core variables of channel behaviors. Marketing scholars have focused on the two variables since the1980s and1990s, among the published works, Ping has made great progress on the development of the field of marketing channels, especially for his work of the relations between exit, appeal, loyalty and channels satisfaction. By reviewing of the previous literatures the article found channel satisfaction was one of the foundations to build long-term trading relationship, and it had a significant effect on relationship exit, appeal. However, still quite rare studies focused on how channels satisfaction played its role. Therefore, this article will pay close attention to the dual channel satisfaction dimension to explore the impact of different dimensions on the relationship. The aim of this article is to supplement and perfect the previous studies in the field of channel behavior by research of empirical analysis.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 Sanitary ware industry in Dalian area, collecting158applications. The study uses statistical analysis software SPSS19.0to analyze the collected data in order to ensure our assumptions verification more scientifically 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.This article made an empirical research of relationship exit and appeal by using the channel satisfaction scale for the study. The results showed that different dimensions of satisfaction had different impact on reacting behavior, like exit and voice. Specifically:the dealer’s economic satisfaction has a significant negative impact with its tendency to exit the current relationship, while social satisfaction does not significantly affect the relationship exit tendency; The channel members with economic satisfaction are inclined to take an appeal behavior to solve the problem, while channel members with social satisfaction don’t prefer to take an appeal behavior. As for how channel satisfaction influence channel behavior mechanism, we mainly explored the impact of market uncertainty and taking market uncertainty as the moderator into the research, the research results showed that when the market uncertainty is in a high level, economic satisfaction and social satisfaction would have a significant effect of the inhibition of channel exit, whereas no significant effect on the behavior of appeal. According to the conclusions of this study, enterprises can clear-cut different dimensions of satisfaction between channel members will lead to different reacting behaviors. It can be said that supplier enterprises should focus on improving the distributor channel satisfaction, whether it’s from the view of maintaining relations or relationship problems repairing, this way relation between the two sides can sustain long-term and healthily. This study not only has important theoretical significance, but also has clear and actionable recommendations to guide the practice of marketing channels, so it has far-reaching management connotation.