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Perceptual difference of dependence and its impact on conflict in marketing channels in China: An empirical study with two-sided data |
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| Authors: | Nan Zhou [Author Vitae] Guijun Zhuang [Author Vitae] Leslie Sai-chung Yip [Author Vitae] |
| Institution: | a Department of Marketing, City University of Hong Kong, 83 Tat Chee Avenue, Kowloon, Hong Kong and Department of Marketing, Wuhan University, Wuhan, China b Department of Marketing, School of Management, Xi'an Jiaotong University, Xi'an, 710049, People's Republic of China c Department of Management and Marketing, The Hong Kong Polytechnic University, Kowloon, Hong Kong |
| Abstract: | Although many firms have adopted the relational exchange or relationship marketing philosophy for developing long-term inter-firm relationships in marketing channels, the issues pertaining to channel conflict still deserve further investigation. The purpose of this paper is to examine the possible impact of perceptual difference of dependence between members in channel dyads on perceived channel conflict. By analyzing paired data collected from both sides of supplier-retailer dyads in China, we test two hypotheses about perceptual difference of dependence and its impact on conflict. We found that there was considerable perceptual difference of dependence between both sides of the dyads, and that the perceptual difference of dependence asymmetry between the two was positively associated with channel conflict perceived by the supplier side. Both researchers and practitioners should be aware of such differences when confronted with channel conflict issues, especially in international channel settings. |
| Keywords: | Marketing channel Dependence Conflict Perceptual difference China |
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