The purpose of this paper is to provide a guidance for boundary personnel regarding how to use influence strategies to increase channel satisfaction across relationship development process.
This paper investigates the use of influence strategies and their impact on channel satisfaction across formation, operation, and maintenance stage from Das and Teng's viewpoint. The sample from Taiwanese manufacture in electronic, information and motors industry involving buyer‐supplier relationships, and asks respondents (sales manager) to select a newer customer to complete a questionnaire for enable sufficient responses to be obtained, representing different stages of the buyer‐supplier relationship.
The results indicate that the frequency of requests, promises, legalistic pleas, and threat strategies differ significantly among relationship stages. Additionally, information exchange, recommendations, and request strategies have dramatic effect on channel satisfaction across different stages.
This paper proposes the most appropriate model for channel managers to apply influence strategies judiciously in each relationship stage.
