Satisfaction in International Marketing Channels

Abstract

International marketing channels become more important every day. Channel member satisfaction is a key characteristic of healthy channel relationships. However, limited knowledge exists regarding satisfaction in international marketing channels. The present research involves a European context and investigates channel member satisfaction in international relationships and its consequences from the perspective of local channel members. Study I adopts a qualitative approach to establish a conceptualization of satisfaction. Study II tests a conceptual model based on a sample of 236 wholesalers involved in the international distribution of industrial goods. Empirical evidence supports (1) a seven-factor conceptualization of satisfaction, (2) main effects relating satisfaction to conflict, trust, and commitment in international channel relationships, (3) and partial moderating influence of two contextual variables, namely, competitive intensity and output control.

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