边界管理人员互动特征对分销商满意度的影响

The Effect of Boundary Spanners Interaction on Distributor’s Satisfaction

不同渠道成员的边界管理人员之间的互动对渠道关系的发展有重要影响。该研究检验了互动权威性、互动密度、商业互动频率、社会互动频率等互动特征对分销商双维度满意度的影响。发现互动权威性和商业互动频率能够提升分销商的经济满意度和社会满意度,社会互动频率只能对社会满意度产生影响,而互动密度对分销商满意度不产生影响。研究还发现分销商满意度提升了其对关系的投资意愿。研究结论对于识别边界管理人员互动特征对渠道关系影响的经济和社会机制较有意义。

Interaction of boundary spanners is of great importance to distribution channel relationship. This paper tests the effect of interaction characteristics, including interaction authority, interaction density and interaction frequency, on distributor＇ s satisfaction, and finds that interaction authority and business interaction frequency can enhance distributors＇ economic and social satisfaction; social interaction frequency can only affect social satisfaction, and interaction density can not affect social and economic satisfaction. The study also finds that distributors＇ satisfaction can promote their intention to invest the relationship and identifying the interactive features of boundary spanners is significant to find that the positive influence of distributor＇ s satisfaction on their investment intention.