The function of trust and commitment and its relation to the performance and the retailer repurchase intention within the marketing channel

Abstract

The aim of this study was to determine the function of the relationship (trust and commitment) between the retail and marketing channel on the retailer performance measured through the satisfaction and repurchase intention. We conducted a survey with 137 retailers and used structural analysis to evaluate the relationships between paths. The findings in this study support the central premise that the retailer might reach superior performance when is satisfied with marketing channel. This study is justified by the contribution to the theory of marketing strategy, and the application of tools that measure trust, commitment, satisfaction, intention to repurchase and retailer performance. Another contribution of this work is related to the managerial considerations for marketing managers on the importance of the constructs presented in this research work, particularly the development of relationships between members of the marketing channel. Keywords: Marketing. Retail.Marketing Channel.Performance.Satisfaction.