Recently, increasing attention has been paid to the question of how to build stable,
long-term relationships between manufacturers and members of conventional channels.
This descriptive field study concerns a basic requirement for building long-term
relationships, which is the expectation by a marketing intermediary that the relationship
will last. Hypotheses about the continuity of relationships are developed from the
literature on social exchange, bargaining, and negotiation. These hypotheses are
framed as a simultaneous equation system, which is estimated via three-stage least
squares on a sample of 690 relationships (dyads) involving manufacturers and their
independent sales agents (manufacturers' representatives). Results substantially
support the model, highlighting the importance of interpersonal relationships in
insuring the continuity of the dyad.