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| Contractual Governance Mechanism and Channel Opportunism:The Role of Relationship Marketing Orientation |
| ZHANG Chuang,ZHANG Shuangli |
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Abstract Based on the relationship marketing theory and the channel behavior theory, we build a conceptual model of relationship marketing orientation, contractual governance mechanism and channel opportunism behaviors in marketing channels. Based on the analysis of 278 samples from the manufacturers, we examine the model empirically. The results show that in the Chinese marketing channels, firm’s relationship marketing orientation has positive effects on the contractual governance mechanism; the contractual governance mechanism has negative effect on the channel partners’ opportunism behaviors; the relationship marketing orientation can significantly inhibit the channel partner’s opportunism. The conclusions are discussed and the future research directions are pointed out.
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Received: 02 May 2013
Published: 24 February 2014
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Corresponding Authors:
ZHANG Chuang
E-mail: blackzhang317@163.com
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2014, Vol. 
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