A survey of 1000 exclusive insurance agents was conducted, which yielded a usable response rate of 20.3%. The data was analyzed using structural equation modeling. The results provide support for fifteen out of eighteen paths hypothesized, suggesting that the data provide reasonable approximation of the model posited. The major managerial implication of this study is the reorganization of communication as a variable to be managed proactively. The major theoretical contributions include providing theoretically sound rationale for explaining the role of communication in marketing channels, and conceptually explicating the constructs of coordination and identification in the context of marketing channels. A list of suggestions for future research to further the research stream of communication in marketing channels is also provided.This study is about the role of communication in coordinating marketing channels and creating and managing relationships. Based on the literature review from communication, social psychology, organizational behavior, and marketing channels, a model of communication in marketing channel is offered. The model builds on the view that integrates the theoretical tenets of symbolic interactionism and mechanistic perspective. Communication is comprised of four dimensions: frequency, modality, direction, and content. The communication-related outcomes are conceptualized as being relational and instrumental. The relational outcomes include identification, trust, and commitment, while coordination is the instrumental outcome. The major features of the model are a clear conceptualization of instrumental and relational outcomes and a proactive role assigned to communication
