Channel Member Satisfaction and Performance in African Export Marketing Channels: Some Insights From Ghana

Abstract

This article investigates the impact of channel member satisfaction on channel performance in Ghanaian cocoa marketing channels. Channel member satisfaction is treated as a multidimensional construct consisting of both economic and social satisfaction. Channel performance is defined in terms of farmers’ acceptance of a large-scale marketing channel improvement. The results of the study indicate that initial acceptance of the channel improvement was based on economic satisfaction and continued use was based primarily on trust. Implications for theory and managerial practice are discussed.