Research

Communication Flows in Distribution Channels: Impact on Assessments of Communication Quality and Satisfaction

Developed and tested a model of the relationships between: (1) norms of information sharing and communication flows of frequency, bidirectionality, and formality between manufacturers and dealers; (2) these communication flows and dealers' assessments of the quality of communication and satisfaction with communication; and (3) formality of communication flows and dealers' distortion and withholding of information. Data were collected through a survey mailed to a national sample of 125 computer dealers. The findings provide general support for the notion that: (1) norms for information sharing within a channel relationship are significantly related to the communication flows within that relationship; (2) in turn, the flows of communication between channel members are significantly related to the dealer's perceived quality of communication and satisfaction with communication; and (3) formality of communication is negatively related to a dealer's withholding and distortion of information

Publication Information
Article Title: Communication Flows in Distribution Channels: Impact on Assessments of Communication Quality and Satisfaction
Journal: Journal of Retailing (Nov, 1995)
Vol 71(4), 393-416, ISSN 0022-4359
Author(s): Mohr, J. J.;  Sohi, Ravi
Researcher Information
    
Sohi, Ravi
Sohi, Ravi
Professor and Robert D. Hays Distinguished Chair of Sales Excellence
Expertise:
  • Business-to-Business Marketing
  • E-Commerce Marketing
  • International Marketing
  • Marketing Channels Management
  • Sales Management
Marketing
CoB 335D
P.O. Box 880492
University of Nebraska-Lincoln
Lincoln, NE 68588-0492, USA
Phone: (402) 472-2316
Fax: (402) 472-9777
ravisohi@unl.edu