The effect of the relations between the manufacturer and the dealer on customer loyalty

Distribution channels, which have an important role in the delivery of the produced products to the consumer, consist of the combination of different elements. There are different factors that affect the relations between the manufacturer and the dealers in the channel. With the interaction of these elements, collaborations or conflicts arise between the two sides. In addition, every business today wants the customers who shop from them to become loyal to them. While brands strive to build brand loyalty, stores strive to increase customer loyalty and make customers prefer their own stores. The aim of study is to determine how the factors affecting the relations between the manufacturer and the dealers in the distribution channel are evaluated by the dealers and how the effects of these factors affect the concept of customer loyalty. In the study, a total of nine dealers of three different brands were interviewed through interviews and the information obtained from them was evaluated with the NVIVO program. Data were collected through a survey using the loyalty scale with fifty customers who made two or more purchases from these dealers. Two years later, 339 out of a total of 450 people who participated in the first survey were reached again and data on differences in their views were collected using the same scale. The collected data were examined by using SPSS program and the differences between the opinions were examined. As a result of the study, in terms of the factors affecting the relationship, it was determined that customer loyalty was directed to the dealer in the factors that the dealer considered strong and loyalty to the manufacturer brand was the factors that the manufacturer saw as strong. In addition, it was determined that the customers of the dealers who had conflicts in the relationship were loyal to the store, while the customers of the dealers who were in cooperation were loyal to the brand.