| Summary: | 碩士 === 國立高雄應用科技大學 === 國際企業系 === 100 === Although significant evidence indicates to the importance of relationship quality, channel sales studies are rarely discussed in international settings. To fill this void, we reinvestigate the determinants of relationship quality in international marketing channel, and conduct a self-administered questionnaire survey to rep firms in U.S. electronic industry. The impact of asset specificity, role performance, time allocation, cultural sensitivity, flexibility, experience and information exchange on the quality of the relationships between manufacturers’ representatives (reps) and their principals were examined by using a multiple regression analysis. Our findings reveal that time allocation, cultural sensitivity, experience and information exchange have significant influences on a successful relationship building. Furthermore, firm’s role performance combine with reps’ experience has a positive interacting effect on relationship quality while asset specificity has no significant effect. The managerial implications for enhancing the relationship quality are discussed.
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