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Dealer satisfaction has been typically conceptualized as either an emotional or cognitive

response. More recent satisfaction definitions concede an emotional response. The emotional
basis for satisfaction is confirmed by the dealer responses. Both the literature and dealers
recognize that this response varies in intensity depending on the situation. Response intensity
refers to the strength of the satisfaction response, ranging from strong to weak. Terms such as,
"excellent service, error free documentation, excellent product, complete product range,
"very much satisfied"," "helpless," "frustrated," "cheated," "indifferent," "relieved," and
"neutral", good incentives, hopeless sales staff reveal the range of intensity. In sum, the
literature and dealers both view satisfaction as a summary affective response of varying intensity.

It is generally accepted that dealer satisfaction is a post purchase phenomenon, yet a number of
subtle differences exist in this perspective. The purchase decision may be evaluated after choice,
but prior to the actual purchase of the product. Dealer satisfaction may occur prior to choice or
even in the absence of purchase or choice (e.g., dissatisfied with late deliveries / out-'of-stock of
the desired product in full). It has even been argued that none of the above time frames is
appropriate since satisfaction can vary dramatically over time and satisfaction is only determined
at the time the evaluation occurs. The dealer responses reinforced this varied timing aspect of
satisfaction. In addition, the dealers discussed the duration of satisfaction, which refers to how
long a particular satisfaction response lasts.

A Dealer is influenced by many forces, may be social, psychological, financial, locational,


environmental etc. These forces lead to dealer satisfaction or dissatisfaction over a period of
time. It is therefore necessary to identify the factors in each of these segments and draw a
relationship among the factors underlying the dealer s satisfaction.

All dealers like the following services of the companies or suppliers in the channel of
distribution. If one or more of these attributes are not fulfilled, they just do not like it.

Availability of full range of product'

Price should not be higher than the market rate

Quicker delivery

More credit period


No inventory pressure

Lucrative Schemes

Clear-cut accounting policy

Faster replacement / claim settlement

Most of the dealers have no patience, may be it for product delivery, claim settlement, product
replacement, passing on the scheme etc. If one or the more of these parameters are delayed
beyond the expected time period, they start complaining of the services, become quickly
dissatisfied, and the manufacturer bears the burnt of it. Hence, satisfaction / dissatisfaction also
depends upon the dealers mood, their attitude and the expectation from the suppliers and other
channel members.

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