Shu-Che Chi
ABSTRACT
In the market competition of marketing channel, channel conflict can sometimes positively impact and stimulate the operation of the entire channel. If channel conflict mechanism can be properly displayed among channel members, a valuable channel relationship can be established. Thus, the purpose of this study is to explore the relationship of conflict mechanism, functional conflict, and co-creation value among channel members, and to construct a theoretical framework to study the relationship between marketing channels. This study focuses on smartphone retailers in the Greater Taipei area in Taiwan as research objects. The method of questionnaire survey is used to collect data, and a total of 223 valid questionnaires are obtained. This study also uses structural equations to conduct data analysis to verify of the relationship between marketing channels. The results of the study found that partner-type channel conflict mechanism does not generate co-creation value of the channel. On the contrary, self- interested channel conflict mechanism will have a negative impact on the co-creation value of the channel, but will not generate co-creation value of the channel through functional conflict. In addition, partner-type channel conflict mechanism has a significant and direct impact on improving functional conflict of retailers, and further generates channel co-creation value through functional conflict. Co-creation value of channels cannot be increased when partner-type channel conflict mechanism is adopted.
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Index Terms
- How to Successfully Develop Functional Conflict to Enhance Marketing Channels and Co-Creation Value: Channel Conflict Management Mechanism as the Pre-variable
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