Relative effects of dependence and trust on flexibility, information exchange, and solidarity in marketing channels

The extent of relational behaviors displayed by independent partners in channels of distribution is a critical determinant of the efficiency and effectiveness of distribution operations. The purpose of this study is to focus on the two key antecedents of relational behaviors in channel dyads, dependence on and trust in the exchange partner, and to explore the relative effects of dependence and trust on each of the three major relational behavior forms of flexibility, information exchange, and solidarity.

Formal hypotheses are developed in the study regarding the joint and relative effects of dependence and trust on each relational behavior. Data collected from 192 automobile dealerships in Turkey are used for testing the hypotheses through separate regression analyses.

In line with the main study thesis, the results suggest that the relative effects of dependence on and trust in the supplier differ across dealer flexibility, information exchange, and solidarity displayed toward the supplier firms. Theoretical and managerial implications are discussed.

Findings of the study provide guidelines to channel firms in regard to the policies and programs that need to be developed to evoke desired forms of behaviors within their distribution networks.

Considering each relational behavior separately, this study provides support for the view that the emergences of different forms of behaviors in channel relationships occur through different motivational mechanisms.