The Agent distribution channel and the customer satisfaction in the technical gases market
Cardiff Metropolitan University
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Customer satisfaction and distribution channels have been topics for research by many scholars as an important components for the companies to increase their sales and hence their profitability in today’s high competitive global environment. Both of them are often considered to be a key driver of company’s improved competitiveness, sustainable development and overall success. This study reviews the concept of customer satisfaction within distribution network and more precisely Agent phenomenon and its importance. All aspects of customer satisfaction are discussed in details, as well as challenges with dual distribution channels – direct from manufacturer and through Agent distribution network. Although there are a lot of studies on customer satisfaction and supply chain management, there are not too many in technical gas market. That is why the purpose of this research is to study the effect of Agent distribution channel on customer satisfaction in business to business and more precisely in technical gas market in Bulgaria. Conducting this research I came to the conclusion that Agent distribution channel, even though new for Bulgaria coming with the transformation of the economy after the changes, bring value to both customers and companies provided that this channel is properly managed by the manufacturer. Finally some recommendations are provided for improvements in the area, as well suggestions for further research.
Masters in Business Administration
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