This article aimed at identifying, describing, and obtaining deep understanding about channel\nmanagement to reveal the characteristics of relationship-marketing theory. As such, it utilizes\nthe agency theoretical perspective which is occasionally used in prior relationship-marketing\nresearch. The research uses qualitative method based on phenomenology theoretical-design\nand constructivism philosophy to observed fast-moving consumer goods business\nphenomenon within transactional buying-selling process in the channel management structure.\nSuch design will be applied through the mechanism of distribution channels in traditional trade.\nThe result identifies three positions of distribution channels within the agency theory\nperspective: (1) relationship between principal, distributor and promotional agencies in an\nefficient contract position, (2) relationship between distributor, wholesaler and retailer in the\nposition of the realized outcomes, and (3) relationship between wholesaler, retailer and the\nend-users in a pay-offs position. The findings viewed as a constructive way in describing the\nre-design model structure of channel management from the agency theoretical perspective. As\nsuch, the research revealed three characteristics of relationship marketing; exclusive contract,\ndirect competitive, and temporary contract approach. This research implies that the agency\ntheoretical perspective will emerge as a new and prosperous theoretical perspective in the field\nof relationship marketing research in the future. It might be argued that managers in applying\nany relationship marketing approach are advised to stay focused on improving the quality of\nrelationships among the partners covered by each channel-group. Further, it is expected that\nfuture research in the field of marketing management, particularly on relationship-marketing\nresearch, to utilize the agency theory as their theoretical strands.
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