Influence Strategies, Channel Satisfaction, and Channel Performance in Interfirm Relationships: Moderating Effects of Integration and Control

• Main Authors: Ming-ying Chen, 陳明瑩
• Other Authors: Chi-Shiun Lai
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/21624444771244002744

碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 92 === In marketing channels research, a considerable amount of attention has been paid to manage interfirm relationships. With effective and collaborative strategies, firms can achieve goals more efficiency. This study chose the mobile communication industry as the content to investigate the moderating effects of integration and control on the relationships between influence strategies and channel satisfaction; Otherwise, the research intends to understand the relationships between channel satisfaction and channel performance. In the light of all data gathered from all valid questionnaires, the research outcome shapes from factor analysis, hierarchical moderator regression analysis, and structural equation modeling. Ⅰ. Most of the influence strategies are nonsignificant in their relationships with economic satisfaction except coercive strategy. This means that there are some more important factors which affect economic satisfaction. The study explores the effects of integration and control on economic satisfaction, and the outcome shows the positive relationship. That is the higher-control and more integrated structures, the higher economic satisfaction of the dealers. Ⅱ. Both influence strategies and integration structures will affect social satisfaction. Besides, integration has significant moderating effects on the relationships between influence strategies and social satisfaction. In other words, coercive and noncoercive strategies have a stronger effect on social satisfaction under less integrated structure, and a weaker effect under more integrated structure. Dealers are more influenced by coercive and noncoercive strategies under less integrated structure. Ⅲ. There’s significant effect between social satisfaction and performance. But the relationship between economic satisfaction and performance is nonsignificant. That is to say, the social satisfaction of dealers will rise because of the prior economic satisfaction.