A research on manufacturer-dealer relations in distribution channels

Distribution channels are one of the most important elements of marketing. They are the channel members in the distribution channels that provide the process of reaching the products from production to the final consumer. Relationships among channel members play a critical role in the effectiveness of the channel. In this study, the determinants of relations between channel members in distribution channels are discussed. Focus is on producers and dealers from channel members. In this study, it is aimed to evaluate the relations of the dealers with the manufacturer and to determine the factors affecting the relations as a result of these evaluations. The concept of satisfaction, which is one of the determinants of relations, is discussed separately as economic satisfaction and social satisfaction. In the study, firstly, it was aimed to determine the effect of the economic satisfaction levels of the dealers from the manufacturer on the trust levels, cooperation levels and conflict levels of the dealers towards the manufacturer. Afterwards, the effect of the social satisfaction levels of the dealers on the trust levels, cooperation levels and conflict levels of the dealers towards the manufacturer was examined. Secondly, it is aimed to determine the effect of the trust level of the dealers against the manufacturer on the level of cooperation of the dealers against the manufacturer and the level of conflict against the manufacturer. In the study, the effect between the level of trust of the dealers towards the manufacturer and the level of commitment to the manufacturer was tried to be determined. Finally, it is aimed to determine the effects of the level of cooperation of the dealers against the manufacturer and the level of conflict against the manufacturer on the level of commitment to the manufacturer. As a result of the research; It has been determined that economic satisfaction affects the level of trust, cooperation level and conflict level. It has been determined that social satisfaction affects the level of trust and conflict level, and no significant result has been found between the level of cooperation and the level of conflict. It has been determined that the level of trust affects the level of cooperation, conflict level and commitment level. It has been determined that the level of cooperation affects the level of commitment and the level of conflict affects the level of commitment. In addition, differences analyzes were made according to the demographic characteristics and dealer characteristics of the participants and it was determined that there were differences according to marital status, age, education level, province, location, year of activity and field of activity. No difference was found according to gender. In the discussion and conclusion part of the research, the scientific and sectoral contributions of the research findings were evaluated. In the light of these findings, suggestions were made for both sectoral and prospective studies. Keywords: Distribution channels, Satisfaction, Trust, Cooperation, Conflict, Loyalty