渠道成员退出和呼吁:感知公平与长期导向的作用

Channel Member's Exit and Voice: The Role of Perceived Fairness and Long-term Orientation

在关系营销范式下,营销渠道关系研究较少关注关系的结束。将渠道公平和长期导向纳入对渠道关系问题反应行为的研究框架中,考察感知公平(分配公平和程序公平)对渠道成员关系退出和呼吁行为的影响以及长期导向在这一影响过程中的中介作用。以供应商及其与经销商的关系为研究对象,获得144个经销商样本的调查数据,应用SPSS 17软件和多元层次回归方法对研究假设进行检验。研究结果表明,长期导向在感知分配公平与退出之间起部分中介作用,在感知分配公平和程序公平对呼吁的影响中起完全中介作用。渠道成员感知的分配公平对其退出倾向有显著的负向影响,但感知程序公平对退出则没有显著的影响;分配公平和程序公平对呼吁都有显著的正向影响。最后给出相应的管理建议。

Under the background of relationship marketing, few studies are concerned about relationship dissolution. We intro- duce channel fairness and long-term orientation into the research frame of the responses to channel relationship problems and ex- plore the effects of perceived fairness （ distributive fairness and procedural fairness） on exit and voice of channel members, as well as the mediating role of long-term orientation. Taking supplier-dealer relationship as research samples and based on 144 sur- vey data from dealers, this study test hypotheses by SPSS 17 and malfiple regression analysis. Findings show that long-term ori- entation plays a partial mediating role between perceived distributive fairness and exit and a full mediating role in the effects of perceived distributive fairness and procedural fairness on voice. Moreover, perceived distributive fairness exerts significantly neg- ative effects on exit-propensity, but perceived procedural fairness exerts no significant effects on exit-propensity. Meanwhile, both distributive faimass and procedural fairness have positive effects on voice. Finally, this paper proposes corresponding man- agerial suggestions.