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A Proposal of a Definition and Measurement Scale of Relational Orientation within Distribution Channels: An Exploratory Study
並列摘要
This paper examines relational orientation within distribution channels, a field which is less explored and which needs further scrutiny. It has two objectives. It proposes a definition and a measurement scale of relational orientation within distribution channels. A theoretical analysis of relationships within distribution channels is conducted in order to better understand how companies of distribution channel develop a relational orientation. Then, a qualitative study and an exploratory quantitative study are conducted. The results indicate that relational orientation within distribution channels is a three-dimension concept: temporary commitment, affective commitment and dependence.
延伸閱讀
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