Abstract
Despite a recent surge of interest in relationship marketing, knowledge of the behavioral element of relational exchange in downstream channels remains tenuous. The author suggests that relational exchange involves both an attitudinal and a behavioral shift and maintains that joint action, a behavioral element of relational exchange, is driven not only by economizing motives to save transaction cost, but also by strategizing motives to serve customer needs better than competitors do. In particular, specialized investment is proposed as a common motive that has both economizing and strategizing aspects. Results of the hypothesis tests based on the survey of industrial distributors suggest that both economizing considerations and strategizing considerations motivate joint action in marketing channels. The dual motives of specialized investment are also supported. The author suggests that further research should clarify the link between relational exchange and channel performance.
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