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Title: Marketing channel behaviour and performance
Author: Duarte , Maria Margarida de Melo Coelho
Awarding Body: University of Manchester
Current Institution: University of Manchester
Date of Award: 2000
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A major aim of this study is to offer a relatively comprehensive picture of marketing channel behaviour and performance. Given the statistical difficulties in testing a very large, comprehensive model to achieve this aim, two separate but overlapping models are proposed. One model specifically addresses behaviour in marketing channels, while the other integrates key behavioural outcomes with objective measures of performance. Within the second model the personalities of key boundary managers are introduced to help explain the linkages between the behavioural outcomes and economic outcomes. Empirical research to test the models was undertaken in one large marketing channel Post Office Counters Ltd. (POCL). This research focuses on privately owned agencies-the sub-post office-and only those with a viable second business. The marketing channel is otherwise similar in form to many franchises and agencies. The agents are owners-managers of small businesses in which they are the key decision makers. POCL provided a sample of 2,400 post offices with a second viable business. The research followed a dyadic design. A self-completion questionnaire, which had been previously validated, was sent to the sub-postmaster in each outlet. The area manager acting on behalf of the principal for each of the outlets for which a return was received was sent a mirror image questionnaire (the same questionnaire about the relationship but rephrased to be relevant to the principal). A total of 497 cases that contained complete data for the dyad represent the sample used in this study. The questionnaire was designed to measure a number of constructs. These were: the satisfaction of the sub-postmaster-the agent-with the overall channel relationship; the balance of power in their relationship with POCL-the principal; whether POCL were using power coercively or non-coercively; trust (using two measures, honesty and benevolence); conflict, and the personality of both the agent and the area manager. Conflict is treated as a dyadic measure. The personality instrument was the NEO FiveFactor Inventory (NEO-FFI; Costa and McCrae 1992), a standard, well-validated personality test. This assesses the five broad dimensions of personality: Neuroticism, Extraversion, Openness to Experience, Agreeableness, and Conscientiousness. Two measures of performance-business and operational-were computed based on data supplied by Post Office Counters Limited. Structural Equation Modelling was used to test the two hypothesised models and to obtain robust information about how constructs interrelate.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available