Modeling the Decision of Retail Product Additions: Relationship Marketing, Transaction Marketing, and Competition

In addition , this study also explores the influence of channel dyadic relationship on retailers\' product additions. The empirical results, which based on data from 97 common retailers selling consumer electronic goods, show that compared with relationship marketing,the impact of transaction marketing on retailers\' product additions is greater no matter what relationship orientation .

Relationship marketing and transaction marketing are more effective on retailers with long-term orientation than short-term orientation. Relationship termination cost were negatively associated with retailers\' product additions.