Economic satisfaction and relationship commitment in channels: The moderating role of environmental uncertainty, collaborative communication and coordination strategy

Abstract

Purpose

The purpose of this paper is to focus on the linkage between economic satisfaction and relationship commitment in distribution channels. The moderating effects of three variables are considered: the use of behavior based coordination strategy; the perceived level of environmental uncertainty; and the use of collaborative communication strategy.

Design/methodology/approach

The hypotheses are tested through a sample survey among 101 channel partners of mobile service providers in a state in India.

Findings

The results indicate the moderating variables act as quasi moderators wherein they both directly and indirectly impact the dependent variable.

Research limitations/implications

Limitations of the sampling methodology and sample size restricts the scope for generalizing the hypothesis. Further, data were collected from only one side of the dyad.

Originality/value

The paper endorses and attempts to establish the view that channel satisfaction is a multidimensional concept and there are different routes to channel commitment.

Citation

Sahadev, S. (2008), "Economic satisfaction and relationship commitment in channels: The moderating role of environmental uncertainty, collaborative communication and coordination strategy", European Journal of Marketing, Vol. 42 No. 1/2, pp. 178-195. https://doi.org/10.1108/03090560810840961