Management Review

›› 2016, Vol. 28 ›› Issue (9): 134-147.

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The Interdependence Structure in Supplier-Retailer Relationships: Should Consumers Be Neglected?

Zhang Chuang1, Zhuang Guijun2, Yang Zhilin3, Zhang Yang1   

  1. 1. School of Business Administration, Dongbei University of Finance and Economics, Dlian 116025;
    2. School of Management, Xi'an Jiaotong University, Xi'an 710049;
    3. Department of Marketing, City University of Hong Kong, Hong Kong
  • Received:2014-08-13 Online:2016-09-28 Published:2016-10-21

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Abstract:

The effects of consumers on the behaviors within the supplier-retailer dyads are seldom explored in the traditional channel behavioral researches. Taking the relationships between department stores and sports and leisure brands suppliers as research context, the present research includes consumers into a framework of channel dependence. We empirically test the effects of consumers' loyalty to suppliers' brands and department stores on the interdependence structure within the supplier-retailer dyads, and the moderating role of retailers' consumer loyalty programs with a two sided matched data from retailers and consumers. The results show that consumers' brand loyalty positively influences the dependence of retailer on the supplier; while consumers' store loyalty positively influences supplier's dependence on the retailer. Retailers' consumer loyalty programs strengthen the effect of consumers' store loyalty on supplier's dependence on the retailer, and weaken the effect of consumers' brand loyalty on retailer's dependence on the supplier. The paper discusses the theoretical and managerial implications and points out the limitations and future research directions.

Key words: channel dependence, brand loyalty, store loyalty, supplier-retailer relationship, network embeddedness