An exploratory investigation of expectancy theory in a retail channel: content and concurrent validity

Abstract

Since the negotiation process between organizations occurs between individuals or boundary personnel, expectancy theory holds promise for improving our understanding of relationships between channel members. This exploratory investigation focused on examining the concepts of Vroom's general expectancy model in the context of a retail channel (furniture dealers). The primary objectives were to (1) capture the general expectancy estimate (El), salient out- comes (E21), and preferences (V1) as perceived by channel members; (2) validate the ‘expected’ relationships; and (3) evaluate the relevance of the general expectancy model for channel relationships. The results suggest that the interpersonal relationships can dominate buyers' behavior; the dollar commitment required by the deal and the corporate relationship (corporate dyad) were less salient to the buyers. The general expectancy model appears most applicable when the channel relationship has been going on for some time, or when the relationship is of gr...