Article
A Study on Dealer-Retailer Relationship in Consumer Durables Goods.
In India, Dealer Relationship Management (DRM). Has a significant importance due to opening up of domestic economy, as a result of globalization. The consumer durables products industry's complicated dealer-retailer connection is examined in this research. The study examines how trust, communication efficacy, long-term commitment, and service quality affect retailer’s loyalty. Interesting insights into these processes are found. While dealer trust and retailer’s loyalty are linked, it is not statistically significant, suggesting additional inquiry. However, the study shows that dealers' communication skills greatly affect retailer’s loyalty. Transparent, open, and timely communication drives strong retailer’s relationships, suggesting that equipping dealers with communication skills might help them last. Dealer devotion is strongly linked to retailer’s loyalty, according to the findings. Long-term engagement methods over short-term transactions are important to build deeper and more enduring relationships with retailers because retailers seek stability and continual assistance. Finally, service quality greatly affects retailer’s loyalty, according to the study. The study will be depended on primary data. The primary data was collected through a sample survey conducted in Andhra Pradesh state market. Stratified random sampling method was used to pick samples. The sample size was 150. The survey was conducted through personal interview based on a structured questionnaire. Structural Equation Model is used the analyze the data.
