Document Type : Research Paper
Assistant Prof. Mohaghegh Ardabili University, Ardabil,Iran
Assistant Prof. Zanjan University.Zanjan.Iran
Today, many companies have multiple channels, such as sales force, direct mail / catalog, internet and broadcast channels, telephone, etc. for providing goods and services to its customers. Multiple distribution channels, despite having benefits, several challenges such as the incidence of conflict, allocation of product, free ride some members have being emerged. The aim of this study was to identify the coordination of multi channels of distribution on suppliers’ performance in electronic industry with the social exchange approach. Survey of suppliers of electronic components in Tehran that 247 people in the marketing and sales manager , the sample was selected. Data analysis was performed using structural equation modeling techniques. Findings show that social factors such as trust and commitment to the coordination of multiple distributions channels and improve supplier performance. With increasing environmental uncertainty, the impact of component trust and commitment in supplier performance increase and promote coordination between distributed supply chain members is greater.