Abstract:

In the paradigm of relationship marketing, this study sets out in the channel context of Chinese manufactures and distributors to address the association between distributors’ perceived fairness and relationship quality and proposes a new conceptual model. Structural equation modeling analysis was conducted to validate the conceptual model based on data from 348 Chinese cell phone distributors. Some new findings were achieved through the model analysis.

Key words: Fairness, channel relationship quality, relationship marketing