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Investigation channel power and satisfaction in a marketing channel

Fengyi. Wu, and Yuehhua. Lee

AbstractNumerous previous studies have shown that in the current complex business environment, the competition faced by business organizations is no longer mere interfirm competition, but also interchannel competition caused by adapting to industry globalization. Considering this trend, this study discusses the correlation between channel power theory, relationship commitment and channel satisfaction. This study employs the food industry as the research subject. The results provide non-coercive power had a positive and significant impact on the channel firms’ communication and commitment, as well as the supplier communication and commitment had a positive and significant impact on the economic satisfaction and non-economic satisfaction of channel firms.
KeywordsChannel power, relationship quality, satisfaction.

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