Información del artículo
Resumen
Este trabajo profundiza en el estudio de las relaciones comerciales entre fabricantes y distribuidores a través de un enfoque diádico donde ambas partes del intercambioson consideradas. Bajo este enfoque, poco tratado en la literatura hasta el momento, selleva a cabo el análisis de la influencia de la estructura de la interdependencia sobre la relaciónentre la confianza y la satisfacción en intercambios comerciales fabricante-distribuidor.
En este estudio, las hipótesis de investigación fueron contrastadas mediante una investigación cualitativa y cuantitativa en el sector de la panadería y repostería industrial en España. Los resultados señalan que la estructura de la interdependencia influye de forma diferente segúnla perspectiva de la relación examinada. Finalmente, se extraen interesantes conclusiones eimplicaciones en torno a la gestión de las relaciones comerciales de las empresas pertenecientesal canal de distribución.
Palabras clave:
Interdependencia
confianza
satisfacción
relaciones fabricante-distribuidor
Abstract
The objective of this paper is to examine in depth the manufacturer-distributor relationships through a dyadic approach (both partners of the commercial transaction are jointly considered). So far, this approach has received little attention in marketing literature. In this context, an analysis of the influence of interdependence structure on relation between trust and satisfaction in manufacturer-distributor relationships is carried out. In this study, the hypotheses were tested through a qualitative and quantitative research in the bakery sector (Spain). The results found that the influence of interdependence structure is significantly different depending on the relationship perspective examined. Finally, several academic and managerial implications about the commercial relationships management are outlined.
Keywords:
Interdependence
trust
satisfaction
manufacturer-distributor relationships
El Texto completo está disponible en PDF
Referencias bibliográficas
[Aiken and West, 1991]
L.S. Aiken, S.G. West.
Multiple Regression: Testing and Interpreting Interactions.
Sage, (1991),
[Andaleeb, 1995]
S.S. Andaleeb.
Dependence Relations and the Moderating Role of Trust Implications for Behavioral Intentions in Marketing Channel.
International Journal of Research in Marketing, 12 (1995), pp. 157-172
[Andaleeb, 1996]
S.S. Andaleeb.
An Empirical Investigation of Satisfaction and Commitment in Marketing Channels: The Role of Trust and Dependence.
Journal of Retailing, 72 (1996), pp. 77-93
[Anderson and Gerbing, 1988]
J.C. Anderson, D.W. Gerbing.
Structural Equation Modelling in Practice: A Review and Recommended Two-Step Approach.
Psychological Bulletin, 103 (1988), pp. 411-423
[Anderson and Narus, 1984]
J.C. Anderson, J.A. Narus.
A Model of the Distributor's Perspective of Distributor-Manufacturer Working Relationships.
Journal of Marketing, 48 (1984), pp. 62-74
[Anderson and Narus, 1990]
J.C. Anderson, J.A. Narus.
AModel of Distributor Firm and Manufacturer Firm Working Partnership.
Journal of Marketing, 54 (1990), pp. 42-58
[Antia and Frazier, 2001]
K.D. Antia, G.L. Frazier.
The Severity of Contract Enforcement in Interfirm Channel Relationships.
Journal of Marketing, 65 (2001), pp. 67-81
[Astley and Zajac, 1990]
W.G. Astley, E.J. Zajac.
Beyond Dyadic Exchange: Functional Interdependence and Sub-unit Power.
Organization Studies, 11 (1990), pp. 481-501
[Beier and Stern, 1969]
F.J. Beier, L.W. Stern.
Power in the Channel of Distribution.
Distribution Channels: Behavioral Dimensions,
[Brown et al., 1983]
J.R. Brown, R. Lusch, D.D. Muehling.
Conflict and Power Dependence Relations in Retailer-Supplier Channels.
Journal of Retailing, 59 (1983), pp. 53-80
[Buchanan, 1992]
L. Buchanan.
Vertical Trade Relationships: The Role of Dependence and Symmetry in Attaining Organizational Goals.
Journal of Marketing Research, 29 (1992), pp. 65-75
[Camarero and Gutiérrez, 2004]
Mª.C. Camarero, J. Gutiérrez.
The Interaction of Dependence and Trust in Long-Term Industrial Relationships.
European Journal of Marketing, 38 (2004), pp. 974-994
[Del Barrio et al., 1999]
S. Del Barrio, G. Maraver, J. Sánchez, G. Sánchez.
Interdependencia y Estabilidad en la Relación Fabricante-Distribuidor.
Actas del X Encuentro de Profesores Universitarios de Marketing, (1999),
[El-Ansary and Stern, 1972]
A.I. El-Ansary, L.W. Stern.
Power Measurement in the Distribution Channel.
Journal of Marketing Research, 9 (1972), pp. 47-52
[Emerson, 1962]
R.M. Emerson.
Power-Dependence Relations.
American Sociological Review, 7 (1962), pp. 31-41
[Etgar, 1979]
M. Etgar.
Sources and Types of Intrachannel Conflict.
Journal of Retailing, 55 (1979), pp. 21-34
[Etgar and Valency, 1983]
M. Etgar, A. Valency.
Determinants of the Use of Contracts in Conventional Marketing Channels.
Journal of Retailing, 59 (1983), pp. 81-92
[Frazier, 1983]
G.L. Frazier.
On the Measurement of Power in Channels of Distribution.
Journal of Marketing Research, 20 (1983), pp. 158-166
[Frazier and Rody, 1991]
G.L. Frazier, R.C. Rody.
The Use of Influence Strategies in Interfirm Relationships in Industrial Product Channels.
Journal of Marketing, 55 (1991), pp. 52-69
[Frazier and Summers, 1986]
G.L. Frazier, J.O. Summers.
Perceptions of Interfirm Power and its Use within a Franchise Channel of Distribution.
Journal of Marketing Research, 23 (1986), pp. 169-176
[French and Raven, 1959]
J.R.P. French, B. Raven.
The Bases of Social Power.
Group dynamics,
[Ganesan, 1994]
S. Ganesan.
Determinants of Long-Term Orientation in Buyer-Seller Relationships.
Journal of Marketing, 58 (1994), pp. 1-19
[Gaski, 1984]
J.F. Gaski.
The Theory of Power and Conflict in Channels of Distribution.
Journal of Marketing, 48 (1984), pp. 9-29
[Gassenheimer and Ramsey, 1994]
J.B. Gassenheimer, R. Ramsey.
The Impact of Dependence on Dealer Satisfaction: A Comparison of Reseller-Supplier Relationships.
Journal of Retailing, 70 (1994), pp. 253-266
[Geyskens et al., 1996]
I. Geyskens, J.B. Steenkamp, L.K. Scheer, N. Kumar.
The Effects of Trust and Interdependence on Relationship Commitment: A Trans-Atlantic Study.
International Journal of Research in Marketing, 13 (1996), pp. 303-317
[Gundlach and Cadotte, 1994]
G.T. Gundlach, E.R. Cadotte.
Exchange Interdependence and Interfirm Interaction: Research in a Simulated Channel Setting.
Journal of Marketing Research, 29 (1994), pp. 516-532
[Heide, 1994]
J.B. Heide.
Interorganizational Governance in Marketing Channels.
Journal of Marketing, 58 (1994), pp. 71-85
[Heide and John, 1988]
J.B. Heide, G. John.
The Role of Dependence Balancing in Safeguarding Transaction-Specific Assets in Conventional Channels.
Journal of Marketing, 52 (1988), pp. 20-35
[Hunt and Nevin, 1974]
S.D. Hunt, J. Nevin.
Power in a Channel of Distribution: Sources and Consequences.
Journal of Marketing Research, 11 (1974), pp. 186-193
[Iglesias et al., 2007]
V. Iglesias, R. Vázquez, I. Rodríguez Del Bosque.
Intra-Brand Differences in Payment Periods in Marketing Channels.
International Journal of Research in Marketing, 24 (2007), pp. 49-63
[Jackson, 1985]
B.B. Jackson.
Build Customer Relationships That Last.
Harvard Business Review, 63 (1985), pp. 120-128
[Jap and Ganesan, 2000]
S.D. Jap, S. Ganesan.
Control Mechanisms and the Relationship Lifecycle: Implications for Safeguarding Specific Investments and Developing Commitment.
Journal of Marketing Research, 37 (2000), pp. 227-245
[John, 1984]
G. John.
An Empirical Investigation of Some Antecedents of Opportunism in a Marketing Channel.
Journal of Marketing Research, 21 (1984), pp. 278-289
[Joshi, 1998]
A.W. Joshi.
How and Why Do Relatively Dependent Manufacturers Resist Supplier Power?.
Journal of Marketing Theory and Practice, 6 (1998), pp. 61-76
[Joshi and Stump, 1999]
A.W. Joshi, R.L. Stump.
The Contingent Effect of Specific Asset Investments on joint Action in Manufacturer-Supplier Relationships: An Empirical Test of the Moderating Role of Reciprocal Asset Investments, Uncertainty, and Trust.
Journal of the Academy of Marketing Science, 27 (1999), pp. 291-305
[Kim, 2002]
K. Kim.
Output Sector Munificence and Supplier Control in Industrial Channels of Distribution: A Contingency Approach.
Journal of Business Research, 55 (2002), pp. 427-440
[Kim, 2003]
K. Kim.
A Cross-National Study of Interdependence Structure and Distributor Attitudes: The Moderating Effect of Group Orientation.
International Journal of Research in Marketing, 20 (2003), pp. 193-214
[Kim and Hsieh, 2003]
K. Kim, P.H. Hsieh.
Interdependence and its Consequences in Distributor-Supplier Relationships: A Distributor Perspective through Response Surface Approach.
Journal of Marketing Research, 40 (2003), pp. 101-112
[Kumar et al., 1995]
N. Kumar, L.K. Scheer, J.E.M. Steenkamp.
The Effects of Perceived Interdependence on Dealer Attitudes.
Journal of Marketing Research, 32 (1995), pp. 348-356
[Kumar et al., 1998]
N. Kumar, L.K. Scheer, J.E.M. Steenkamp.
Interdependence, Punitive Capability, and the Reciprocation of Punitive Actions in Channel Relationships.
Journal of Marketing Research, 35 (1998), pp. 225-235
[Lance, 1988]
C.E. Lance.
Residual Centering, Exploratory and Confirmatory Moderator Analysis, and Decomposition of Effects in Path Models Containing Interactions.
Applied Psychology Measurement, 12 (1988), pp. 163-175
[Li and Dant, 2001]
Z.G. Li, R.P. Dant.
Channel Interdependence: Conceptual and Operational Considerations.
Journal of Marketing Channels, 9 (2001), pp. 33-64
[Lusch and Brown, 1982]
R.F. Lusch, J.R. Brown.
A Modified Model of Power in the Marketing Channel.
Journal of Marketing Research, 19 (1982), pp. 312-323
[Lusch and Brown, 1996]
R.F. Lusch, J.R. Brown.
Interdependency, Contracting and Relational Behavior in Marketing Channels.
Journal of Marketing, 60 (1996), pp. 19-38
[McCann and Ferry, 1979]
J.E. McCann, D.L. Ferry.
An Approach for Assessing and Managing Inter-Unit Interdependence.
Academy of Management Review, 4 (1979), pp. 113-119
[Morgan and Hunt, 1994]
R.E. Morgan, S.D. Hunt.
The Commitment-Trust Theory of Relationship Marketing.
Journal of Marketing, 58 (1994), pp. 20-38
[Pfeffer and Salancik, 1978]
J. Pfeffer, G. Salancik.
The External Control of Organizations. A Resource Dependence Perspective.
Harper & Row, (1978),
[Provan and Skinner, 1989]
K.G. Provan, S.J. Skinner.
Interorganizational Dependence and Control as Predictors of Opportunism in Dealer-Supplier Relations.
Academy of Management Journal, 32 (1989), pp. 202-212
[Rosenberg and Stern, 1970]
L.J. Rosenberg, L.W. Stern.
Toward the Analysis of Conflict in Distribution Channels: A Descriptive Model.
Journal of Marketing, 34 (1970), pp. 40-46
[Ruekert and Churchill, 1984]
R.W. Ruekert, G.A. Churchill.
Reliability and Validity of Alternative Measures of Channel Member Satisfaction.
Journal of Marketing Research, 21 (1984), pp. 226-233
[Skinner et al., 1992]
S.J. Skinner, J.B. Gassenheimer, S.W. Kelley.
Cooperation in Supplier-Dealer Relations.
Journal of Retailing, 68 (1992), pp. 174-193
[Sriram et al., 1992]
V. Sriram, R. Krapfel, R.E. Spekman.
Antecedents to Buyer-Seller Collaboration: An Analysis form Buyer's Perspective.
Journal of Business Research, 25 (1992), pp. 303-320
[Svensson, 2002]
G. Svensson.
The Measurement and Evaluation of Mutual Dependence in Specific Dyadic Business Relationships.
Journal of Business & Industrial Marketing, 17 (2002), pp. 56-74
[Van Bruggen et al., 2005]
G.H. Van Bruggen, M. Kacker, C. Nieuwlaat.
The Impact of Channel Function Performance on Buyer-Seller Relationships in Marketing Channels.
International Journal of Research in Marketing, 22 (2005), pp. 141-158
[Yilmaz et al., 2005]
C. Yilmaz, B. Sezen, O. Ozdemir.
Joint and Interactive Effects of Trust and (Inter) Dependence on Relational Behaviours in Long-Term Channel Dyads.
Industrial Marketing Management, 34 (2005), pp. 235-248
Los autores desean agradecer a la empresa Bimbo Martínez la colaboración facilitada en el desarrollo de la presente investigación y, en especial, en el proceso de recogida de información. Esta investigación se ha llevado a cabo gracias al proyecto de investigación “Modelo de relaciones en el canal de distribución: contraste empírico en el sector de la panadería y repostería industrial”, de referencia 1FD97-0897 y cofinanciado por el Ministerio de Ciencia y Tecnología y Fondos Europeos FEDER para la investigación.
Copyright © 2008. ACEDE