Management & Marketing no. 1/2008

Power and satisfaction in the retailer-producer relationship

Corina PELAU,
Academy of Economic Studies Bucharest

Abstract. The conversion of production-provider markets in customer-demand markets brings a change of power and influence in the distribution channel from producers to retailers as the direct contact to the final consumer. In this article there will be analyzed the influence of power and satisfaction on the success and the behavior of the members of the distribution channel. The first analyzed problem is whether a shift of power from producers to retailer has taken place. The second important thing is the satisfaction of the retailers with their producers, factors which influence this satisfaction and the impact of the retailer’s satisfaction on the success of producers. As a conclusion it will be analyzed, if there is connection between power and satisfaction and if there are any effects on the members of the distribution channel and their success.

Keyword: Relationship marketing, satisfaction, power, retailers.

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