Influence Strategies and Channel Member Satisfaction in Cameroon

Abstract

Researchers have called for increased understanding of channel member satisfaction as a bidimensional construct comprising economic and social elements. In addition to responding to this call, the view that threats and punishments are natural necessities in the African context by reason of cultural preponderances is examined. The study was conducted among brewers and their retailers. The authors found that the brewers' use of threats and indirect influence strategies respectively decreases and increases both economic and social satisfaction of their less powerful retailers, whereas the use of promises contributes to retailers' economic satisfaction. Contrary to theory, however, the use of promises does not undermine channel members' autonomy and intrinsic motivation as will be expected in some Western countries.