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Satisfaction with International Marketing Channels

Northeastern University

Victor J. Roth

University of Guelph

This article examines factors leading to a firm's satisfaction with its marketing channels. The authors build on existing studies of consumer satisfaction and the channels literature. They add a transaction cost factor and use the discrepancy model to examine the determinants of satisfaction. Findings from a survey of Canadian exporters show that a firm's domestic performance, its previous experience, the uncertainty it faces, and its ability to change channels and monitor channel operations all provide significant explanations for management satisfaction.

Journal of the Academy of Marketing Science, Vol. 21, No. 1, 39-44 (1993)
DOI: 10.1177/0092070393211005


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