The purpose of this paper is to focus on the linkage between economic satisfaction and relationship commitment in distribution channels. The moderating effects of three variables are considered: the use of behavior based coordination strategy; the perceived level of environmental uncertainty; and the use of collaborative communication strategy.
The hypotheses are tested through a sample survey among 101 channel partners of mobile service providers in a state in India.
The results indicate the moderating variables act as quasi moderators wherein they both directly and indirectly impact the dependent variable.
Limitations of the sampling methodology and sample size restricts the scope for generalizing the hypothesis. Further, data were collected from only one side of the dyad.
The paper endorses and attempts to establish the view that channel satisfaction is a multidimensional concept and there are different routes to channel commitment.
