A Study on Channel Strategy, Channel Conflict, Channel trust and Channel Performance – An Empirical Investigation of the Automobile Industry

• Main Authors: Yi-Yi Liang, 梁益禕
• Other Authors: 胡同來
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/h5w8s8

碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 97 === In this society, all marketing activities need to channel system, and they conclude, distributor, wholesaler, dealer, retailer…, they transmit products and service to the consumers by the efficient way Along with the development of information technology, some relative topics become very important, such as the changes of consumer’s form, mutual competition of products, and good selection of marketing channels. Businesses are facing a lot of pressure and competition from line of work and the market so that they pay more attention to their own benefit. Under such condition, conflict between each member in the same channel occurs. According to past literatures, conflict will result to negative influence to the performance of marketing channel, but there may be greater benefit if the conflict is reconciled very well. This research integrated with academic books and related references has developed a marketing channel relationship and theory construction; base on marketing channel of automobile dealer as research target in Taiwan. To base on LISREL and using questionnaire to probe into channel strategy in automobile industry, finding the channel conflict and channel trust has significant influence channel performance between supplier and dealer. Main empirical findings are summarized as follows： 1. Channel strategy has significant influence on channel conflict. 2. Channel strategy has significant influence on channel trust. 3. Channel conflict has insignificant influence on channel trust. 4. Channel conflict has insignificant influence on channel performance. 5. Channel trust has significant influence on channel performance. This research has verified by automobile channel dealer to research the relationships on any variability, also providing a marketing strategy for reference, and expect to have contribution on channel membership enhancement.