To be an effective global competitor requires to be a trusted cooperator in\nsome network. This argument defines the essence of marketing channel partnerships.\nRelational behaviors have a conclusive effect in the success of marketing\ninitiatives; hence, they are amongst the variables that set apart a good\npartnership. How do fairness and relationship quality affect relational behaviors?\nThis study aims to answer these questions for a channel setting that\ncomprises the marketing firm and the retailers. Research data were gathered\nfrom four hundred Tekel shops, Turkish tobacco and liquor convenience\nshops by using face to face interviewing technique. Prior research mostly studied\nthe effects of fairness on relational behaviors and on relationship quality\ndimensions. This study aims to explore the mediating role of relationship\nquality. Scales were developed from the existing literature, adopted for the\nresearch context, and tested for reliability and validity. Structural equation\nmodeling was used to test the research data. The study establishes the mediating\nrole of the relationship quality for the effect of fairness on relational behaviors.
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