A study of channel structure, channel climate, and influence strategy on satisfaction and performance: The case of cosmetic industry in Taiwan

The purpose of this study is to examine the effects of channel structure, channel climate, and influence strategy on satisfaction and performance in the cosmetic industry in Taiwan. The samples are randomly selected from the dealers in the cosmetic industry's marketing system. By conducting questionnaire survey and using one-way ANOVA, LISREL model, and nested model to analyze the data, we find the following results: 1. Dealers in the different channel structures do not have significant differences among the recognition of channel climate, influence strategy, satisfaction and performance. 2.In terms of the effect of the suppliers' channel climate and influence strategy on the dealers' satisfaction and performance, the suppliers' channel climate positively influences the dealers' satisfaction and performance. If the suppliers use a forceful (non-forceful) influence strategy, it leads to lower (increase) the dealers' satisfaction. 3.In terms of the intervening effect of suppliers' channel climate, the suppliers' channel climate has a partial intervening effect on the forceful strategy and the dealers' satisfaction. 4.In terms of the dealers' satisfaction mediating, it shows that the suppliers' forceful strategy will influence the dealers' performance through the dealers' mediating to suppliers' satisfaction.