چکیده:
One of the most important behavioral dimensions in intra-channel marketing relationships is power and dependence. This research considers the sources of power and countervailing power, and three dimensions of dependence: reputation, profit, and sales, and commercial activity. In this research, the relationships between two main distribution members are studied with carpet merchants accepted as the source member of the channel, and production workshops as the target member of the channel. In fact, the aim of this research is to investigate the relationship between power and dependence from the perceptual dimension of concentrated and decentralized production workshops in this channel. The statistical sample of this research consists of 149 production workshops, which were randomly selected using stratified random sampling method. The main tool for collecting information in this research was a questionnaire. Structural equations were used to test the hypotheses. The results show that countervailing power has an inverse effect on source power and profit and sales dependence, source power has a direct effect on commercial dependence, the ability to replace has an inverse effect on profit and sales dependence and commercial dependence, and a direct effect on countervailing power, commercial dependence and reputation dependence have a direct effect on profit and sales dependence.
خلاصه ماشینی:
By definition, the distribution or marketing channel is referred to as a social system consisting of a collection of independent and dependent agencies and institutions that are responsible for all necessary activities to make products or services available from the starting point, production and extraction, to the point of consumption for consumers or industrial users (Armstrong & Kotler, 2011; Zhou & Zhuang, 2004; El-Ansary & Stern, 1992).
In this research, we also aim to base our study on the relational perspective between power and dependence, considering the behavioral perspective in the field of distribution channels (handwoven carpet industry), among numerous topics in this area.
, 2010; Philips, 1998; Lusch & Brown, 1996 Profit and Sales Dependence 0/871 Etgar, 1976; Zhuang & Zhou, 2004; Frazier & Rody, 1991 Business Role Dependence 0/889 Frazier & Rody, 1991; Frazier, 1983; Zhuang & Zhou, 2004 Reputation Dependence 0/888 Harison, 2009; Zhuang & Zhou, 2004; Fombrun & Shanley, 1990 Total 0/669 Data Analysis Based on the results, out of 149 handmade carpet production workshops in the Tehran exhibition, 57 companies had between 20 to 30 years of activity in the field of handmade carpet production, which had the highest frequency percentage (38.
42 15 Reputation According to the research results and Table 3, the final model of the relationship between power and dependency from the perspective of the target member in the Iranian hand-woven carpet distribution channel is as follows: Dependency Commercial Role Dependency Understanding the Purpose of Dependency Power Profit and Sales Dependency Understanding the Purpose of Dependency Source Power Compensatory Power Understanding the Purpose of Power Understanding the Purpose of Power Reputation Dependency Substitution Power Understanding the Purpose of Dependency Understanding the Purpose of the Lack of Substitutes Figure 3.
(
, 
, 
)
