摘要：The concept of satisfaction in marketing channels has been extensively analyzed. This article aims to identify the concept of retailer satisfaction very closely through a second degree factor analysis and to highlight the variables that specify it. A global sample will be analyzed and later it will be breakdowned by type of retailer. This analysis will permit to know exactly the signification of satisfaction for each kind of retailer, the independent, the corporate, the franchised one and the strategic implications of this meaning.
其他摘要：The concept of satisfaction in marketing channels has been extensively analyzed. This article aims to identify the concept of retailer satisfaction very closely through a second degree factor analysis and to highlight the variables that specify it. A global sample will be analyzed and later it will be breakdowned by type of retailer. This analysis will permit to know exactly the signification of satisfaction for each kind of retailer, the independent, the corporate, the franchised one and the strategic implications of this meaning.
关键词：Satisfaction; Marketing channels; Retailer satisfaction; Distribution channels; Kinds of retailers Satisfacción; Canales de distribución; Satisfacción de pro...
