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| Author: | Ping Jr., R.A. |
| Title: | Antecedents of satisfaction in a marketing channel |
| Journal: | Journal of Retailing
2003 : VOL. 79:4, p. 237-248 |
| Index terms: | Consumer satisfaction Interorganizational relations Marketing channels |
| Language: | eng |
| Abstract: | This research investigates previously unstudied antecedents of satisfaction in a marketing channel, because satisfaction is very important in inter-firm relationship quality and thus inter-firm relationship continuity. These antecedents include the attractiveness of alternative relationship, relationship investment and switching cost. Also reciprocal relationships between satisfaction and alternative attractiveness, and between satisfaction and voice are tested in the research. |
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