Investigating the effectiveness of perceived non-financial values on commitment and loyalty between distribution channels and manufacturing companies

Decision-making regarding the method of transferring goods to the place of purchase or consumption is among the important decisions that marketing managers always face. The importance of the decisions made regarding the distribution channels is that the company has to stick to these decisions for a long time, because it takes several years to establish a distribution system, and it cannot be changed easily. This issue has caused most marketing managers to pay special attention to the effectiveness of perceived non-financial values. The purpose of this article is to investigate the effectiveness of each of the non-financial perceived values on commitment and loyalty between distribution channels and manufacturing companies. A mixed-methods approach is employed to conduct this research. The qualitative section included the identification and extraction of the most important components associated with each dimension of perceived non-financial values. In the quantitative section, an examination of the conceptual model of these factors was carried out with the two concepts of commitment and loyalty. The statistical population in the qualitative part was university professors, senior managers and experienced consultants in the field of production and distribution, and in the quantitative section, all distribution field activists were included in the distribution sector in the city of Qom. To analyze qualitative data, the content analysis method was used, and for measuring quantitative data obtained from the questionnaire, the structural equation modelling method was employed by using SPSS ۲۶ and PLS ۳ software. The findings obtained from the interview method showed that in total, there are ۲۵ components in the form of three functional, emotional and social dimensions. The quantitative results also indicated a significant and positive relationship between the three dimensions of functional, emotional, and social performance with commitment and loyalty among distribution channels and manufacturing companies, and only the effect of some components on the aforementioned dimensions was not confirmed.

کلیدواژه ها:

perceived non-financial values ، commitment ، manufacturing companies ، Distribution channels ، Loyalty