The Effects Of Renqing On Voice And Exit Of Channel Member:the Mediating Role Of Long-term Orientation

Marketing scholars have focused on the two variables since the 1980s. Ping has introduced Hirschman’s Exit-Voice-Loyalty framework to marketing science and set up the research frame of the responses to channel relationship problem. The subsequent syudies have found some antecedents of the responses such as satisfaction, relationship investment,alternative attractiveness, perceived fairness and so on. He heping has pointed that the responses of Chinese companies are different from those of western ones, especially in our society which emphasizes Guanxi heavily. However, there is no study about the Chinese culture influence to channel members’responses. Guanxi is one of the most important factors in Chinese culture. So it is hard to explain Chinese companies’ behavior without the consideration of Guanxi.Guanxi is a definition which has complex meaning. Renqing is one important concept of Guanxi.So we introduce renqing into the research frame of the responses to channel relationship problem and explore the effects of renqing on voice and exit of channel member as well as the mediating role of long-term orientation. I bring up a theory frame and a number of hypotheses based on the study of related literatures. This article used questionnaire survey method. We send survey questionnaires to 160 furniture retailers in Dalian and collect 144 usable responses. The study uses statistical analysis softwares SPSS 19.0 and AMOS 17.0 to analyze the reliability and validity of the collected data and makes multiple regression analysis to test the hypotheses. Findings show that renqing exerts significantly positive effect on voice and long-term orientation, but renqing exerts no significant effect on exit intention. Moreover, long-term orientation plays a partial mediating role between renqing and voice and a full mediating role in the effect of renqing on exit intention. Finally, this paper proposes the theoretical and practical significance. At the same time, we point out the limitation of this study and the direction for future study.This paper has introduced renqing into the research frame and expanded the effect of renqing from development to the end stage. And it also has explored the antecedents of voice and exit intention. The mediating role of long-term orientation in this paper not only emphasize the long-term orientation importance in the frame but also provide us a new way to interprate the renqing effect on voice and exit intention.The findings also propose corresponding managerial suggestions. Firstly, supplyer and dealer should make cooperation based on the renqing rule. Secondly, they ought to pay attention tolong-term orientation to promote the development of relationship between them.