The article investigates how the marketer's fulfillment of
middleman expectations impacts upon conflict and repur
chase intentions in industrial channels. The nature and key
determinants of expectations in industrial buyer behavior are
examined. Discrepancy theory is used to assess the (dis)con
firmation of expectations process. A series of hypotheses are
developed and tested in a large manufacturing and distribu
tion network engaged in the marketing of fluid power
products. Results suggest a direct causal effect of (dis)con
firmed expectations on repurchase intentions and on conflict,
and that the effect of expectations on repurchase intentions is
not modified by the creation of conflict. Managerial implica
tions are drawn.
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