THE EFFECTS OF SATISFACTION AND STRUCTURAL CONSTRAINTS ON RETAILER EXITING, VOICE, LOYALTY, OPPORTUNISM, AND NEGLECT

The article reports the results of a study of the associations between the response intentions of hardware retailers when there are problems with their supplier, and their antecedents. The objective was to fill a gap in our knowledge of retailer-supplier relationships by testing hypothesized associations between response intentions, such as relationship neglect, and antecedents that include investment in the relationship. The response intention variables were those proposed by Hirschman (1970), and others: exiting, voice (constructive attempts to change conditions), loyalty, opportunism (self interest seeking with guile), and relationship neglect (reduced contact). Their antecedents were overall satisfaction with the relationship, and the relationship ''structural constraints'' (Johnson 1982) of alternative attractiveness, relationship investment, and switching cost. The results add to our understanding of problem resolution and relationship maintenance in the channel, and shed light into the ''dark side'' of channel relationships.