The Impact of Perception Difference on Channel Conflict: A Customer Relationship Life Cycle View

Abstract

In different phases of the life cycle in client relations, the importance level of influential factors for channel conflicts varies because of the differences in communication methods and trust levels between the two ends. This thesis has clearly defined the research scenario—at the mature phase of client relations, to study how perception difference on channel conflict. We argue that the higher level of the perception difference is, the higher level of channel conflict is. At the period of mature client relations, both sides should lessen the perception difference, communicate timely, improve the mutual understanding of fairness in relations, and build complete clients’ satisfaction and trust.