To be an effective global competitor requires to be a trusted cooperator in some network. This argument defines the essence of marketing channel partnerships. Relational behaviors have a conclusive effect in the success of marketing initiatives; hence, they are amongst the variables that set apart a good partnership. How do fairness and relationship quality affect relational behaviors? This study aims to answer these questions for a channel setting that comprises the marketing firm and the retailers. Research data were gathered from four hundred Tekel shops, Turkish tobacco and liquor convenience shops by using face to face interviewing technique. Prior research mostly studied the effects of fairness on relational behaviors and on relationship quality dimensions. This study aims to explore the mediating role of relationship quality. Scales were developed from the existing literature, adopted for the research context, and tested for reliability and validity. Structural equation modeling was used to test the research data. The study establishes the mediating role of the relationship quality for the effect of fairness on relational behaviors.
Achrol, R. S., & Kotler, P. (1999). Marketing in Network Economy. Journal of Marketing, 63, 146-163. https://doi.org/10.1177/00222429990634s114
Andaleeb, S. S. (1995). Dependence Relations and Moderating Role of Trust: Implications for Behavioral Intentions in Marketing Channels. International Journal of Research in Marketing, 12, 157-172. https://doi.org/10.1016/0167-8116(94)00020-O
Anderson, E., & Weitz, B. (1989). Determinants of Continuity in Conventional Industrial Channel Dyads. Marketing Science, 8, 310-323. https://doi.org/10.1287/mksc.8.4.310
Antia, K. D., & Frazier, G. L. (2001). The Severity of Contract Enforcement in Interfirm Channel Relationships. Journal of Marketing, 65, 67-81. https://doi.org/10.1509/jmkg.65.4.67.18385
Barney, J. B., & Hansen, M. H. (1995). Trustworthiness as a Source of Competitive Advantage. Strategic Management Journal, 15, 175-190. https://doi.org/10.1002/smj.4250150912
Borch, O. J. (1994). The Process of Relational Contracting: Developing Trust-Based Strategic Alliances among Small Business Enterprises. Advances in Strategic Management Journal, 10B, 113-135.
Cohen-Charash, Y., & Spector, P. E. (2001). The Role of Justice in Organizations: A Meta-Analysis. Organizational Behavior and Human Decision Processes, 86, 278-231. https://doi.org/10.1006/obhd.2001.2958
Dwyer, R. F., & Oh, S. (1987). Output Sector Munificence Effects on the Internal Political Economy of Marketing Channels. Journal of Marketing Research, 24, 347-358. https://doi.org/10.1177/002224378702400402
Dwyer, R. F., Schurr, P. H., & Oh, S. (1987). Developing Buyer-Seller Relationships. Journal of Marketing, 51, 11-27. https://doi.org/10.1177/002224298705100202
Dyer, J. H., & Singh, H. (1998). The Relational View: Cooperative Strategy and Sources of Interorganizational Competitive Advantage. The Academy of Management Review, 23, 660-679. https://doi.org/10.5465/amr.1998.1255632
Dyer, J. H., Singh, H., & Kale, P. (2008). Splitting the Pie: Rent Distribution in Alliances and Networks. Managerial and Decision Economics, 29, 137-148. https://doi.org/10.1002/mde.1391
Frazier, G. L., & Summers, J. O. (1984). Interfirm Influence Strategies and Their Application within Distribution Channels. Journal of Marketing, 48, 43-55. https://doi.org/10.1177/002224298404800305
Ganesan, S. (1994). Determinants of Long-Term Orientation in Buyer-Seller Relationships. Journal of Marketing, 58, 1-19. https://doi.org/10.1177/002224299405800201
Gaski, J. F. (1984). The Theory of Power and Conflict in Channels of Distribution. Journal of Marketing, 48, 9-29. https://doi.org/10.1177/002224298404800303
Geyskens, I., Steenkamp, J. B. E. M., & Kumar, N. (1998). Generalizations about Trust in Marketing Channel Relationships Using Meta-Analysis. Journal of Research in Marketing, 15, 223-248. https://doi.org/10.1016/S0167-8116(98)00002-0
Geyskens, I., Steenkamp, J. B. E. M., & Kumar, N. (2006). Make, Buy, Or Ally: A Transaction Cost Theory Meta-Analysis. Academy of Management Journal, 49, 519-543. https://doi.org/10.5465/amj.2006.21794670
Geyskens, I., Steenkamp, J. B. E. M., Scheer, L. K., & Kumar, N. (1996). The Effects of Trust and Interdependence on Relationship Commitment. International Journal of Research in Marketing, 13, 303-317. https://doi.org/10.1016/S0167-8116(96)00006-7
Griffith, D. A., Harvey, M. G., & Lusch, R. F. (2005). Social Exchange in Supply Chain Relationships: The Resulting Benefits of Procedural and Distributive Justice. Journal of Operations Management, 24, 85-98. https://doi.org/10.1016/j.jom.2005.03.003
Hatcher, L. (1994). A Step-by-Step Approach to Using the SAS System for Factor Analysis and Structural Equation Modeling. Cary: SAS Institute, Inc.
Heide, J. B., & John, G. (1992). Do Norms Matter in Marketing Relationships. Journal of Marketing, 56, 32-44. https://doi.org/10.1177/002224299205600203
Heide, J. B., Wathne, K. H., & Rokkan, A. I. (2007). Interfirm Monitoring, Social Contracts, and Relationship Outcomes. Journal of Marketing Research, 44, 425-433. https://doi.org/10.1509/jmkr.44.3.425
Homan, G. C. (1958). Social Behavior as Exchange. American Journal of Sociology, 63, 597-606. https://doi.org/10.1086/222355
Hopkinson, G. H., & Blois, K. J. (2014). Power-Based Research in Marketing Channels: A Narrative Review. International Journal of Management Reviews, 16, 131-149. https://doi.org/10.1111/ijmr.12013
Hunt, S. D. (2015). The Bases of Power Approach to Channel Relationships: Has Marketing’s Scholarship Been Misguided? Journal of Marketing Management, 31, 747-764. https://doi.org/10.1080/0267257X.2014.987988
Hunt, S. D., & Nevin, J. R. (1974). Power in a Channel of Distribution: Sources and Consequences. Journal of Marketing Research, 11, 186-193. https://doi.org/10.1177/002224377401100210
Ivens, B. S., & Blois, K. J. (2004). Relational Exchange Norms in Marketing: A Critical Review of MacNeil’s Contribution. Marketing Theory, 4, 239-263. https://doi.org/10.1177/1470593104045603
Jap, S. D., Manolis, C., & Weitz, B. A. (1999). Relationship Quality and Buyer-Seller Interactions in Channels of Distribution. Journal of Business Research, 46, 303-313. https://doi.org/10.1016/S0148-2963(98)00032-0
Kahneman, D., Knetsch, J. L., & Thaler, R. H. (1986). Fairness and the Assumptions of Economics. Journal of Business, 59, 285-300. https://doi.org/10.1086/296367
Kumar, N., Scheer, L. K., & Steenkamp, J. B. E. M. (1995). Effects of Supplier Fairness on Vulnerable Resellers. Journal of Marketing Research, 32, 54-65. https://doi.org/10.1177/002224379503200107
Kumar, N., Stern, L. W., & Anderson, J. C. (1993). Conducting Interorganizational Research Using Key Informants. The Academy of Management Journal, 36, 1633-1651. https://doi.org/10.2307/256824
Lusch, F. L. (1976). Sources of Power: Their Impact on Intrachannel Conflict. Journal of marketing Research, 13, 382-390. https://doi.org/10.1177/002224377601300408
Lusch, R. F., & Brown, J. R. (1996). Interdependency, Contracting, and, Relational Behavior in Marketing Channels. Journal of Marketing, 60, 19-38. https://doi.org/10.1177/002224299606000404
Macneil, I. R. (1980). The New Social Contract. New Haven, CT: Yale University Press.
Macneil, I. R. (1985). Relational Contract: What We Do And Do Not Know. Wisconsin Law Review, 4, 483-525.
Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58, 20-38. https://doi.org/10.1177/002224299405800302
Palmatier, R. W., Dant, R. P., & Grewal, D. (2007). A Comparative Longitudinal Analysis of Theoretical Perspectives of Interorganizational Relationship Performance. Journal of Marketing, 71, 172-194. https://doi.org/10.1509/jmkg.71.4.172
Rauyruen, P., Miller, K. E., & Barrett, N. J. (2007). Relationship Quality as a Predictor of B2B Customer Loyalty. Journal of Business Research, 60, 21-31. https://doi.org/10.1016/j.jbusres.2005.11.006
Raven, B. H. (2008). The Bases of Power and the Power/Interaction Model of Interpersonal Influence. Analyses of Social Issues and Public Policy, 8, 1-22. https://doi.org/10.1111/j.1530-2415.2008.00159.x
Reve, T., & Stern, L. W. (1979). Interorganizational Relations in Marketing Channels. Academy of Management Review, 4, 405-416. https://doi.org/10.5465/amr.1979.4289111
Ring, P. S., & Van de Ven, A. H. (1994). Developmental Processes of Cooperative Interorganizational Relationships. Academy of Management Review, 19, 90-118. https://doi.org/10.5465/amr.1994.9410122009
Ritter, T., & Gemünden, H. G. (2003). Network Competence: Its Impact on Innovation Success and Its Antecedents. Journal of Business Research, 56, 745-755. https://doi.org/10.1016/S0148-2963(01)00259-4
Robicheaux, R. A., & Coleman, J. E. (1994). The Structure of Marketing Channel Relationships. Journal of the Academy of Marketing Science, 22, 38-51. https://doi.org/10.1177/0092070394221004
Rosenberg, L. J., & Stern, L. W. (1970). Toward the Analysis of Conflict in Distribution Channels: A Descriptive Model. Journal of Marketing, 34, 40-46. https://doi.org/10.1177/002224297003400407
Rousseau, D. M. (1995). Promises in Action: Psychological Contracts in Organizations. Newbury Park, SA: Sage Publications.
Samaha, S. A., Palmatier, R. W, & Dant R. P. (2011). Poisining Relationships: Perceived Unfairness in Channels of Distribution. Journal of Marketing, 75, 99-117. https://doi.org/10.1509/jmkg.75.3.99
Skinner, S. J., Gassenheimer, J. B., & Kelley, S. W. (1992). Cooperation in Supplier-Dealer Relations. Journal of Retailing, 68, 174-193.
Thorelli, H. B. (1986). Networks: Between Markets and Hierarchies. Strategic Management Journal, 7, 37-51. https://doi.org/10.1002/smj.4250070105
Weitz, B. A., & Jap, S. D. (1995). Relationship Marketing and Distribution Channels. Journal of the Academy of Marketing Science, 23, 305-320. https://doi.org/10.1177/009207039502300411
Wilkinson, I. F. (1979). Power and Satisfaction in Channels of Distribution. Journal of Retailing, 55, 79-94.
Xiao, Q., Chen, L., Xie, M., & Wang, C. (2020). Optimal Contract Design in Sustainable Supply Chain: Interactive Impacts of Fairness Concern and Overconfidence. Journal of the Operational Research Society. https://doi.org/10.1080/01605682.2020.1727784
Yilmaz, C., Sezen, B., & Özdemir, O. (2005). Joint and Interactive Effects of Trust and (Inter) Dependence on Relational Behaviors in Long-Term Channel Dyads. Industrial Marketing Management, 34, 235-248. https://doi.org/10.1016/j.indmarman.2004.07.005
Young, L. C., & Wilkinson, I. F. (1989). The Role of Trust and Cooperation in Marketing Channels: A Preliminary Study. European Journal of Marketing, 23, 109-122. https://doi.org/10.1108/EUM0000000000550
Zaheer, A., McEvily, B., & Perrone, V. (1998). Does Trust Matter? Exploring the Effects of Interorganizational and Interpersonal Trust on Performance. Organization Science, 9, 141-159. https://doi.org/10.1287/orsc.9.2.141