A framework for performance evaluation of channel partners in distribution relationships. Issue 4 (11th April 2016)

• Record Type: Journal Article
• Authors: Goyal, Vikas; Mishra, Prashant
• Is Part Of: International journal of productivity and performance management. Volume 65:Issue 4(2016)
• Page Start: 503
• Page End: 531
• Publication Date: 2016-04-11
• Subjects: Performance evaluation -- Distribution channel partners -- Distribution relationships -- Performance-dimensions -- Performance measurement scale -- Performance metrices; Industrial productivity -- Periodicals; Performance -- Management -- Periodicals; Performance -- Measurement -- Periodicals; Time study -- Periodicals; Motion study -- Periodicals; 658.3125
• DOI: 10.1108/IJPPM-10-2014-0168
• Languages: English
• ISSNs: 1741-0401

Abstract

Abstract : Purpose: – The purpose of this paper is to develop a conceptual framework for performance evaluation of channel partners in distribution relationships and develop a scale to measure the proposed dimensions of performance. Design/methodology/approach: – The proposed framework is built on the theoretical foundations of salesforce control systems and organizational performance. The authors developed the measurement scale by the three-stage protocol and established the scale's reliability, factor structure and validity through the data collected from 252 firm-channel partner dyads across automobile firms in India. Findings: – The proposed framework highlights three distinct dimensions of channel partners' performance, i.e. output performance, the financial/other objective results; activity performance, the activities, behavior and process-compliance levels; and capability performance, the resources and capabilities of channel partners. An 18-item measurement scale is developed to measure the three proposed dimensions of channel partners' performance. Research limitations/implications: – The proposed framework conceptualizes the three key dimensions of channel partners' performance that can assist firms in exercising a focussed approach to performance management in distribution channel relationships and other inter-firm contexts. This study contributes to the legitimacy and further development of research in the area. Practical implications: – The measurement scale provides valid and reliable items for a rigorous performance analyses of channel partners, both at the individual level as well as at the level of the distribution channel as a whole. These performance analyses have multiple applications, right from managing the day-to-day channel activities to steering the channel strategy. Originality/value: – The paper presents a multidimensional conceptual framework for performance evaluation of channel partners and provides a suitable instrument for operationalizing future empirical research in the area.