Journal of Marketing and Sales Management

Authors: Snegha. V.R , Latha. A

Abstract: Close consideration has to payed by the manufacturing firms for emerging and sustaining relationship with the dealers and distributor network in order to increase their trust and satisfaction. When great levels of competition threaten market shares and the steadiness of the dealer network, the value of such efforts is most deceptive. This empirical study shows that various factors like product attributes, satisfaction with services, promotional activities, dealer benefits and business performance are important assets for the technological interface adoption and bring significant savings for the manufacturer and dealer. The survey was conducted in business units that belong to a manufacturing sector. The study’s sample comprised 154 dealers and distributors. Measuring instrument followed a rigorous categorization of methodological procedures. Measurements were validated by regression, correlation and hypotheses were tested. The impact of channel function performance on different dimensions of relationship quality – satisfaction, trust, commitment and conflict under different dependence structures have also been identified and discussed in the paper. Results suggested positive effects of the factors like product attributes, satisfaction with services, promotional activities and dealer benefits on the business performance of the distributors.