|
|
Supplier Role Performance and Distributor Perceived Fairness:The Moderating Effects of Social Interaction and Contracts |
QIAN Liping,LUO Xiaokang,YANG Pianpian |
|
|
Abstract This study focuses on the effects of supplier role performance on the distributor’s perceived fairness, as well as the moderating effects of social interaction and contracts on the above relationships. It also explores the effects of the distributor‘s perceived fairness on its channel performance. Findings show that: supplier role performance can significantly improve distributive fairness perceived by the distributor, but cannot increase the distributor’s perceived procedural fairness; social interaction can enhance the effects of the supplier role performance on distributive and procedural fairness perceived by the distributor; contracts can deepen the effects of supplier role performance on the distributive fairness perceived by the distributor but not supplier role performance on the procedural fairness perceived by the distributor; the distributive fairness perceived the distributor can enhance its channel performance, but the procedural fairness perceived by the distributor cannot improve its channel performance. The findings not only help to enrich the existing channel fairness research, but also provide guidelines on how to improve the function of the supplier role performance to enhance the distributor perceived fairness.
|
Received: 11 April 2016
Published: 15 July 2016
|
|
Corresponding Authors:
QIAN Liping
E-mail: qlp@cqu.edu.cn
|
|
|
|
|
|
|