Commitment in Marketing Channels: Mitigator or Aggravator of the Effects of Destructive Acts?
Stephen K. Kim
Iowa State University
affiliation not provided to SSRN
Scott D. Swain
September 21, 2011
Journal of Retailing, Forthcoming
This research examines how a firm’s relationship commitment influences its extra-role behavior after an intentional destructive act by a partner. The results of two studies – one a national survey of dealers for a consumer durable product and the other a set of three experiments involving business-to-business managers – show that the outcome of a destructive act depends on the type of commitment: whether the commitment is affective, calculative, or normative. Under relational distress caused by a supplier’s destructive act, high affective commitment induces more negative extra-role behaviors, high calculative commitment induces more positive extra-role behaviors, while high normative commitment induces little change in extra-role behavior. Process tests indicate that each of these effects on extra-role behavior is explained (mediated) by psychological responses that are distinct for the type of commitment involved.
Number of Pages in PDF File: 50
Keywords: Dealer commitment, Supplier destructive acts, Extra-role behavior
JEL Classification: D21, D74, M31Accepted Paper Series
Date posted: January 4, 2012
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