A Study on the Relationship Quality in Marketing Channels and Factors Affecting It

Relationship quality has been an indicator in the exchange relations of channel members. Trust, as well as satisfaction, has also been found as a crucial variable affecting the intention of channel members to keep business in the future. For the complexity of the trust, it has become a trend to discuss personal trust and organizational trust respectively. There are lots of factors influencing channel relationship quality, this study sum up six main factors that have been discussed widely. Through a demonstration study, this paper find out how the main channel factors influence relationship quality in the background of china computer digital field, it also find the relation between the relationship quality variables.