The Independent Sales Contractor and Relationship Quality: An Exploratory Study of Relational Attitudes and Behavioral-Intention

ABSTRACT

Since the turn of the century, independent sales contractors have emerged as an important and growing sales and distribution channel. This study, guided by theories of attitude-behavior relation, constructs and tests a conceptual independent sales contractors (ISC) relationship quality scale. The findings support the proposition that relationship quality is a composite of attitudes and behavioral intentions. The work provides theoretical and practical implications, as well as suggestions for future research.

KEYWORDS:

• attitude behavior consistency
• independent sales contractors
• relationship quality