A study on marketing channel satisfaction in international markets

When an international firm enters an overseas market, international distribution channel structure is very important. Distribution channel structures decisions are made by examining the company’s degree of commitment and risk, and are not only difficult to change but initial wrong decisions may lead to poor results. Therefore, channel satisfaction is higher when channel structure is appropriate for the foreign market. Examines factors leading to a firm’s satisfaction with international marketing channels. Builds on existing studies about consumer satisfaction and distribution channel structures. As theoretical background, a transaction cost factor and the discrepancy model is used to examine the determinants of satisfaction. Findings from a survey of Korean electronic export corporations show that a firm’s relative performance and control variables provide significant explanations for channel satisfaction, and the channel structure variable is supported by null hypothesis.