The Effect of Channel Function Performance onRelationship Quality with Organizational Buyers:A Case Study in Iranian Food Distribution Company

The continuous changes in the world and the pressure of competition in global markets makeorganizations to preserve and improve long term relations with customers. Additionally, thefeature of distribution network has changed the quality of relationship into a strategicopinion. This research attempts to investigate the relationship quality between distributerchannel function with their organizational buyers as well as the impact of interdependencebetween the partners in the relationship. A survey was conducted by questionnaire instrumentdistributed between 243 organizational buyers of Iranian Food Distribution Company. Datawere analyzed by SPSS and LISREL software. Testing a structural equation modelingshowed that the operation of distributor has a positive effect on the relationship quality whilethe effect of total interdependence on relationship quality became negative

کلیدواژه ها:

Relationship Quality ، Channel Function ، Interdependence ، Commitment ، Conflict