Economic satisfaction and relationship commitment in channels : The moderating role of environmental uncertainty, collaborative communication and coordination strategy

Purpose – The purpose of this paper is to focus on the linkage between economic satisfaction and relationship commitment in distribution channels. The moderating effects of three variables are considered: the use of behavior based coordination strategy; the perceived level of environmental uncertainty; and the use of collaborative communication strategy. Design/methodology/approach – The hypotheses are tested through a sample survey among 101 channel partners of mobile service providers in a state in India. Findings – The results indicate the moderating variables act as quasi moderators wherein they both directly and indirectly impact the dependent variable. Research limitations/implications – Limitations of the sampling methodology and sample size restricts the scope for generalizing the hypothesis. Further, data were collected from only one side of the dyad. Originality/value – The paper endorses and attempts to establish the view that channel satisfaction is a multidimensional concept and there are different routes to channel commitment.