Effects of Fairness and Relationship Quality on Relational Behavior

Abstract

To be an effective global competitor requires to be a trusted cooperator in some network. This argument defines the essence of marketing channel partnerships. Relational behaviors have a conclusive effect in the success of marketing initiatives; hence, they are amongst the variables that set apart a good partnership. How do fairness and relationship quality affect relational behaviors? This study aims to answer these questions for a channel setting that comprises the marketing firm and the retailers. Research data were gathered from four hundred Tekel shops, Turkish tobacco and liquor convenience shops by using face to face interviewing technique. Prior research mostly studied the effects of fairness on relational behaviors and on relationship quality dimensions. This study aims to explore the mediating role of relationship quality. Scales were developed from the existing literature, adopted for the research context, and tested for reliability and validity. Structural equation modeling was used to test the research data. The study establishes the mediating role of the relationship quality for the effect of fairness on relational behaviors.