Influential factors on supplier-distributor partnership maintenance in distribution chain from the supplier’s landscape

Abstract

Decision about distribution and sales channel is one of the most important decisions that managers confront it. This matter can Influence other marketing decisions. Distribution and sales channels are the heart of companies, but they often have not sufficient attention to this channels and it can be have detrimental effect for them. Hence closed coordination and retention of long term cooperative among partnership is very important. This study aimed to identify influential factors in retention of supplier-distributor cooperation from the supplier’s landscape. Statistical population of this study included food products suppliers. Data analysis using structural equation modeling technique was conducted. Findings suggest is that factors such as commitment ,communication, performance, satisfaction and trust are affecting factors in retention of supplier-distributor cooperation and have positive affect on retention of supplier-distributor cooperation in distribution network.

Keywords

• Distribution Channel
• Partnership Maintenance
• commitment
• Trust
• Performance