工商企业间渠道忠诚培育策略研究

营销渠道成员间的满意、信任和相互依赖通过直接或间接的方式影响着工商企业间的渠道忠诚。要培育工商企业间的渠道忠诚,应增加渠道成员满意感,培育渠道感性信任和理性信任,增加转换成本、加强双方的依赖关系,从而建立持续的合作关系。     

营销渠道控制:理论、模型与研究命题

营销渠道控制是一个渠道成员对另一个渠道成员的行为与决策变量成功施加影响的过程。渠道控制的本质是对渠道成员(组织)的行为进行控制,同时它也是一种跨组织控制、相互控制(或交叉控制)和结果导向的行为过程。渠道控制根植于相互依赖的渠道关系中,因而它与渠道关系中的诸多变量存在着千丝万缕的联系。本文从西方渠道行为理论的视角出发,构建了一个渠道控制过程模型,并提出了若干研究命题。     

渠道成员参与情况下顾客忠诚影响因素研究

顾客忠诚度是影响企业竞争优势的重要因素.以往对顾客忠诚度的研究,主要集中在忠诚度的影响因素、满意度与忠诚度的关系等方面,忽略了对渠道成员(主要是中间商)参与的考虑.以服务业为背景,将渠道理论与客户关系管理理论结合起来,建立新的顾客忠诚理论模式进行研究发现,渠道成员的行为会对顾客的忠诚度产生深刻的影响.企业应该制定一个全面、有效的渠道成员行为管理计划,对渠道成员的行为进行有效的管理,使渠道成员更好地体现的企业形象;对各渠道成员成长过程中所需经历的行为进行培训、评估和给予激励等等.借助各渠道成员的力量来巩固和提高顾客忠诚度,拓展自己的市场.     

渠道关系替代网络中的权力结构与策略：理论视角的研究

本文针对渠道权力理论研究限于"二元"分析范式的不足,重点考察了包含交换关系替代者的渠道网络中的权力结构及权力弱势成员平衡权力的策略.研究发现,由于渠道成员在规模与实力等方面的差异,表面看上去结构简单的单边垄断网络中,权力结构可能处于非常复杂的复合状态;渠道成员占有资源的质与量不仅对替代关系的建立、维系与终止有重大影响,对其权力平衡策略的选择也同样具有较大影响.     

渠道关系破坏性行为原因分析

营销渠道是由具有相互依赖关系的渠道成员构建而成,渠道中势必存在一些阻碍其他渠道成员发展、运营的渠道关系破坏性行为,这些行为会影响到渠道健康发展的。选取实证调查分析破坏性行为的成因,然后利用AHP层次分析法对渠道关系的破坏性行为成因进行分析,进而可以得出导致破坏性行为的最主要原因,从而帮助渠道管理人员更快速有效的找出引发破坏性行为的原因,进而针对性的提出破坏性行为的补救途径。     

我国营销渠道中渠道成员间相互信任关系的实证研究

本文在国内外关于渠道成员问相互信任关系的相关文献进行综述的基础上,从组织因素、人际信任和成员双方的对称性承诺三个方面构建本研究的分析框架,通过实证调研与数据分析,深入探讨了它们与渠道成员间相互信任程度的影响关系.本研究对相关的理论研究和企业实践都有一定的指导意义.     

相互依赖、服从和关系绩效——基于CAM和CAD行业渠道关系的实证研究

相互依赖对企业间关系绩效具有显著影响,但已有研究在深入揭示相互依赖对关系绩效作用机理方面仍显不足,文章以权变理论为基础,运用主观数据与客观数据系统研究采购商“服从”的中介效应,以及“协同沟通”的调节作用。实证研究表明,采购商服从在相互依赖总额和关系绩效中起部分中介作用,在相互依赖不对称和关系绩效中起完全中介作用。此外,协同沟通可以有效地增强相互依赖总额对于采购商服从的正向影响,也可以显著地增强相互依赖不对称对于采购商服从的负向影响。研究揭示的机理对于如何建构相互依赖研究有着突出的理论意义,同时对既定渠道结构下的企业如何提高关系绩效有着重要的实践意义。     

公司渠道控制能力与绩效关系研究

渠道控制的本质是对渠道成员行为的控制,本文基于渠道构成和渠道控制的理论基础研究公司渠道控制能力与公司绩效的关系;继而主要探讨公司对渠道成员的控制力,即公司供应方控制和需求方控制两个控制维度及其因素层对公司绩效的影响.     

我国营销渠道中渠道成员间相互信任关系的实证研究

本文在国内外关于渠道成员间相互信任关系的相关文献进行综述的基础上,从组织因素、人际信任和成员双方的对称性承诺三个方面构建本研究的分析框架,通过实证调研与数据分析,深入探讨了它们与渠道成员间相互信任程度的影响关系。本研究对相关的理论研究和企业实践都有一定的指导意义。     

关系型渠道:一种日益显现的渠道结构

关系型渠道指独立企业之间构成的长期导向的、以相互诚信为基础的、具有紧密合作联系的营销渠道.与市场治理下的传统市场渠道和非市场治理下的纵向一体化渠道不同,关系型渠道是介于市场治理和非市场治理的中的"半市场化"治理的关系缔约渠道.构建长期的、对称的、稳定的关系型渠道并实现渠道关系的双边治理,须以"信任与承诺"为基础,以法律原则和伦理影响为手段,以渠道成员对渠道关系的满意为目标.     

Insights into Closeness of Relationship as Determinant of Trust Within Marketing Channels

Abstract

This article explores the role of closeness of relationship between channel members. Closeness is put forward as a genuine variable in channel relationships, as part of the processes that take place in marketing channel dyad interactions. Advances in theory of channel relationships are proposed by a deeper theoretical development of the concept “closeness of relationship” from a multidisciplinary approach by stressing its relevance and by proposing a definition of closeness of relationship. Several features and ideas about closeness are proposed, such as the link between closeness of relationship and type of marketing relationship. Content validity is assessed to distinguish closeness from related constructs before exploring and operationalizing such a concept. The relationship between closeness and trust is explored by proposing actions to increase trust and assessing it empirically. An exploratory research is performed in the Spanish computer sector, testing relationships between a set of closeness components and trust between channel members. Results show that there are two factors underlying the construct closeness: interdependence and communication. However, only communication variables are significantly related to trust. Several conclusions and research propositions relevant for marketing theory and practice are presented.     

中国家电市场营销渠道变革与家电制造企业的渠道关系选择

随着大型家电连锁零售业态的迅速成长,中国家电市场营销渠道正处于冲突多发、重组加剧的演变阶段.处于变革环境中的家电制造企业如何调整自己的渠道关系,取决于外部环境的不确定性、中间商对下游渠道创造增加值的能力和制造商的可替代性三个变量的不同组合.本文基于上述变量,在Kim&Frazier对渠道关系类型研究的基础上,构建了我国家电市场的渠道关系模型,据此阐述不同品牌影响力的家电制造企业在不同层级市场的渠道关系选择.     

Technological turbulence, supplier market orientation, and buyer satisfaction

The channel literature suggests that building a close relationship with key partners is one of the key strategies that channel members use to overcome the challenges of a changing environment. However, such a strategy may be ineffective when high technological turbulence exists in the buyer's market. This study focuses on the buyer's perspective in channel relationships and examines the buyer's satisfaction with outcomes resulting from engaging in relationships with a supplier. The results show that a buyer's performance is enhanced when a buyer develops a close relationship with a supplier whom it perceives to be market oriented but that a close relationship becomes detrimental to performance when technological turbulence increases. These findings suggest that managers need to be aware of the effect of technological turbulence and be alert in managing close relationships even with market-oriented suppliers.     

Brand Loyalty Versus Store Loyalty: Consumers’ Role in Determining Dependence Structure of Supplier–Retailer Dyads

Purpose: This article aims to integrate consumers into a channel dependence framework and explores the influence of consumers’ brand loyalty and store loyalty on the dependence structure within the supplier–retailer relationship. It also examines effects of the dependence structure on perceived conflict.

Methodology/approach: The authors test the proposed triadic relationship model among department store, supplier, and consumer by collecting matched data from both retailers and consumers in a Chinese retailing channel of sports and leisure apparel. Polynomial regression in conjunction with a response surface analysis (RSA) approach is used to test the hypotheses.

Findings: The results indicate that consumers’ brand loyalty positively affects retailer’s dependence on supplier, while consumers’ store loyalty positively affects supplier’s dependence on retailer. In addition, the retailer’s dependence is higher when consumers’ brand loyalty is higher than store loyalty; the supplier’s dependence is higher when consumers’ store loyalty is higher than brand loyalty; and the retailer’s dependence increases with the increase of both consumers’ brand and store loyalty when consumers’ brand and store loyalty are equal. Moreover, supplier’s dependence has a negative linear effect on retailer’s perceived conflict, whereas retailer’s dependence has an inverted U-shape effect on perceived conflict. A retailer would perceive more conflict when the retailer is relatively more dependent on the supplier; but the symmetrical interdependence has no significant effect on retailer perceived conflict.

Research implications: Researchers are encouraged to explore channel behaviors from a network perspective. Consumers, in particular, should be included in research frameworks related to channel dependence and behaviors. Suggestions for further research on the effects of dependence on the conflict are also proposed.

Originality/value/contribution: This study goes beyond the dyadic paradigm by integrating consumers into the framework of the channel dependence structure. It develops and tests a mechanism of consumers’ brand and store loyalty influencing dependence structure within a supplier–retailer dyad. It also enriches the literature of channel conflict by exploring the effects of retailer and supplier unilateral dependence on retailer perceived conflict with RSA methods.

Practical implications: The article provides several insightful implications for managers in understanding and managing interdependence structure in business-to-business marketing, especially in supplier–retailer relationships.     

SUPPLIER EVALUATION IN A DYADIC RELATIONSHIP: AN ACTION RESEARCH APPROACH

This article describes an Action Research (AR) framework applied to the supplier evaluation environment of a telecommunication company. Within this AR framework, data envelopment analysis (DEA) was used because the methodology can successfully delineate evaluation problems and then outline a desirable path. This leads management to continuously review and improve complex systems or processes. The DEA methodology coordinates the supplier evaluation inputs and reconciles what can be very diverse performance measures and even more diverse weights applied by evaluation team members. Finally, dyadic interdependence can be demonstrated by identifying the impact of changes in buyer performance attributes on each supplier's capacity to accommodate and adjust.     

Does Loyalty Make Customers Blind? The Impact of Relationship Quality on Channel Members' Attributions and Behaviors Following Negative Critical Incidents

Purpose: Although the consequences of attributions triggered by negative critical incidents (NCI) are well documented, determinants of the attribution process itself received considerably less attention. The purpose of this article is to yield further insights regarding attribution processes by investigating the potential buffering effect of relationship quality on the attributions made by channel members following NCI and on their subsequent behaviors.

Methodology/Approach: Data used to assess the proposed model was collected from 171 independent retailers and analyzed through PLS path modeling procedures.

Findings: Results demonstrate that relationship quality bias channel members' appraisals following NCI by motivating attributions, and ultimately behaviors, which promote relationship preservation.

Research Implications: Results confirm the validity of the reverse attributional hypothesis holding that the quality of a relationship shape the attributions made by its participants following NCI in a way that is beneficial to relationship preservation.

Practical Implications: The present study advocates that suppliers should nurture relationship quality, categorize their customer portfolio based on the nature of exchange relationships, and implement strategies aiming at influencing attribution processes.

Originality/Value/Contribution: This article fills a gap in the marketing literature by investigating not only the consequences but also the antecedents of attributions made by channel members following NCI. Its main contribution lies in the examination and validation of a buffering effect of relationship quality on channel members' attributions regarding NCI.     

Customers' relationship with their grocery store: Direct and moderating effects from store format and loyalty programs

This paper aims: (i) to characterize the priorities designed and implemented by grocery retailers concerning relationship marketing with customers; (ii) to analyse customers’ relationship with their grocery store and to evaluate store format and loyalty programs as key determinants of this relationship. Exploratory interviews were conducted with grocery store managers. Two independent samples of Portuguese customers answered a questionnaire and collected data were analysed using Structural Equation Modelling. Main results suggest that supermarkets lead to higher levels of customers’ trust (directly) and customers’ loyalty (indirectly). Furthermore, the positive effect of customers’ satisfaction on customers’ loyalty is higher for members of grocery store loyalty programs.     

中国流通理论研究与学科建设

文章运用比较分析方法,通过阐明流通理论与"商科"、"产业经济学"、"商业经济学"等学科范畴之间的区别与关系,对流通理论进行重新定位;从历史的角度,以渠道组织、流通费用、商业资本与产业资本关系等为研究基点,得出在社会主义市场经济体制下流通理论研究可以通过整合价格机制、供求机制、竞争机制等经济理论,将价值实现提高到新的战略高度;最后,对定位于"中观经济学"的流通理论在应用经济学范畴下的学科建设问题提出了若干设想。     

Channel Management Through Selective Announcement of Reward and Punishment Decisions

Purpose: Although channel influence strategies such as reward and punishment are useful for firms to manage certain channel partners, the social effect of these strategies has not been examined in the literature. In practice, firms selectively announce their reward and punishment decisions, hoping that these announcements can help encourage or prevent the channel behaviors of other channel members. The main purpose of this article is to provide a theoretical understanding of this business practice in channel management.

Methodology: The authors conducted interviews and a scenario experiment with sales managers. The experiment is a 2 (degree of institutionalization: high vs. low)?×?2 (power of distributors: powerful vs. less powerful)?×?2 (influence strategy: punishment vs. reward) design.

Findings: The authors found that firms are more likely to announce their reward decisions than punishment decisions. Also, when institutionalization of marketing channel is low, firms tend to announce all their reward decisions, but they are reluctant to announce their punishment decisions regarding powerful channel members. When institutionalization of marketing channel is high, we find that firms are more likely to announce rewards and punishments regarding less powerful channel members.

Contribution: An important contribution of this research is that we are among the first to explore the social effects of power exercise in channel management. We extend the channel power literature by arguing that selective announcements of power exercise (reward and punishment) can influence more channel members. In addition, we combine institutional theory and channel power theory to explain the underlying mechanisms. That is, the degree of institutionalization in marketing channel influences how firms make selective public announcements of their channel decisions.