Article information
Resumen
Este trabajo profundiza en el estudio de las relaciones comerciales entre fabricantes y distribuidores a través de un enfoque diádico donde ambas partes del intercambioson consideradas. Bajo este enfoque, poco tratado en la literatura hasta el momento, selleva a cabo el análisis de la influencia de la estructura de la interdependencia sobre la relaciónentre la confianza y la satisfacción en intercambios comerciales fabricante-distribuidor.
En este estudio, las hipótesis de investigación fueron contrastadas mediante una investigación cualitativa y cuantitativa en el sector de la panadería y repostería industrial en España. Los resultados señalan que la estructura de la interdependencia influye de forma diferente segúnla perspectiva de la relación examinada. Finalmente, se extraen interesantes conclusiones eimplicaciones en torno a la gestión de las relaciones comerciales de las empresas pertenecientesal canal de distribución.
Palabras clave:
Interdependencia
confianza
satisfacción
relaciones fabricante-distribuidor
Abstract
The objective of this paper is to examine in depth the manufacturer-distributor relationships through a dyadic approach (both partners of the commercial transaction are jointly considered). So far, this approach has received little attention in marketing literature. In this context, an analysis of the influence of interdependence structure on relation between trust and satisfaction in manufacturer-distributor relationships is carried out. In this study, the hypotheses were tested through a qualitative and quantitative research in the bakery sector (Spain). The results found that the influence of interdependence structure is significantly different depending on the relationship perspective examined. Finally, several academic and managerial implications about the commercial relationships management are outlined.
Keywords:
Interdependence
trust
satisfaction
manufacturer-distributor relationships
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Los autores desean agradecer a la empresa Bimbo Martínez la colaboración facilitada en el desarrollo de la presente investigación y, en especial, en el proceso de recogida de información. Esta investigación se ha llevado a cabo gracias al proyecto de investigación “Modelo de relaciones en el canal de distribución: contraste empírico en el sector de la panadería y repostería industrial”, de referencia 1FD97-0897 y cofinanciado por el Ministerio de Ciencia y Tecnología y Fondos Europeos FEDER para la investigación.
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