Effects of Fairness and Relationship Quality on Relational Behavior

Author: Zafer Kamil Berkman

ABSTRACT
To be an effective global competitor requires to be a trusted cooperator in some network. This argument defines the essence of marketing channel partnerships. Relational behaviors have a conclusive effect in the success of marketing initiatives; hence, they are amongst the variables that set apart a good partnership. How do fairness and relationship quality affect relational behaviors? This study aims to answer these questions for a channel setting that comprises the marketing firm and the retailers. Research data were gathered from four hundred Tekel shops, Turkish tobacco and liquor convenience shops by using face to face interviewing technique. Prior research mostly studied the effects of fairness on relational behaviors and on relationship quality dimensions. This study aims to explore the mediating role of relationship quality. Scales were developed from the existing literature, adopted for the research context, and tested for reliability and validity. Structural equation modeling was used to test the research data. The study establishes the mediating role of the relationship quality for the effect of fairness on relational behaviors.

Source:

Journal: American Journal of Industrial and Business Management
DOI: 10.4236/ajibm.2020.107079(PDF)
Paper Id: 101490 (metadata)

See also: Comments to Paper

About scirp

(SCIRP: http://www.scirp.org) is an academic publisher of open access journals. It also publishes academic books and conference proceedings. SCIRP currently has more than 200 open access journals in the areas of science, technology and medicine. Readers can download papers for free and enjoy reuse rights based on a Creative Commons license. Authors hold copyright with no restrictions. SCIRP calculates different metrics on article and journal level. Citations of published papers are shown based on Google Scholar and CrossRef. Most of our journals have been indexed by several world class databases. All papers are archived by PORTICO to guarantee their availability for centuries to come.
This entry was posted in AJIBM. Bookmark the permalink.

Leave a Reply

Your email address will not be published. Required fields are marked *