Journal ArticleDOI
Poisoning Relationships: Perceived Unfairness in Channels of Distribution:
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TLDR
This article showed that perceived unfairness truly acts as relationship poison by directly damaging relationships, aggravating the negative effects of both conflict and opportunism, and undermining the benefits of using contracts to manage channel relationships.Abstract:
Understanding how relationships are damaged is a critical component in building and preserving strong distribution channels. Using longitudinal data from a Fortune 500 firm and its channel members, this research shows that perceived unfairness truly acts as “relationship poison” by directly damaging relationships, aggravating the negative effects of both conflict and opportunism, and undermining the benefits of using contracts to manage channel relationships. Surprisingly, at low levels of perceived unfairness, conflict and opportunism have small or even insignificant effects on channel member outcomes, which implies that research investigating the negative impact of conflict and opportunism on exchange outcomes may need reevaluation because these effects are contingent and may vary depending on the levels of perceived unfairness. In addition, the findings support the premise that using contracts to manage channel relationships represents a double-edged sword that suppresses the negative effects ...read more
Citations
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When ‘Just’ is Just Not Enough
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Dissertation
Effect of relationship marketing on customer satisfaction in the airline industry in kenya
Satisfaction, commitment and loyalty in online and offline retail in portugal
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Three Perspectives for Making Loyalty Programs More Effective
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Journal ArticleDOI
Effects of fairness on relationship quality and re-contract intention in food service franchise system: comparison between global and domestic franchise
Jee Eun Lee,Sang Suk Lee +1 more
TL;DR: In this article, the authors examine the effects of fairness on relationship quality and re-contract intention in the foodservice franchise industry and delineate the implications of enhancing the mutual relationship between the franchisor and the franchisee in the future domestic food service franchise system.
References
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