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| Inter-firm Relationship Quality: A Contingent Model of Influence Strategies in Marketing Channels |
| ZHOU Yin1,ZHUANG Guijun2,YANG Wei2 |
1. Chang'an University
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Abstract Based on the literature of marketing channel behaviors and the theory of embeddedness, this paper explores the effects of economic influence strategies (i.e., inter-firm coercive and non-coercive influence strategies) and social influence strategies (i.e., interpersonal influence strategies between firms) on inter-firm relationship quality in marketing channels. By analyzing the data collected from 152 manufacturer-supplier dyads the paper finds: coercive influence strategies have a negative effect on inter-firm relationship quality, whereas non-coercive influence strategies have insignificant impact on inter-firm relationship quality; interpersonal influence strategies have a positive effect on inter-firm relationship quality. In addition, interpersonal influence strategies alleviate the negative impact of coercive influence strategies on inter-firm relationship quality.
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Received: 12 April 2016
Published: 15 July 2016
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Corresponding Authors:
ZHOU Yin
E-mail: yinzhou@chd.edu.cn
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2016, Vol. 
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