Antecedents of satisfaction in a marketing channel

Abstract Because of the importance of satisfaction to inter-firm relationship quality and thus inter-firm relationship continuity, this research investigates previously unstudied antecedents of satisfaction in a marketing channel. These antecedents include the attractiveness of alternative relationships, relationship investment, and switching cost. The research also tests reciprocal relationships between satisfaction and alternative attractiveness, and between satisfaction and voice. This helps suggest answers to questions such as, does satisfaction reduce alternative attractiveness as it is generally believed, or does alternative attractiveness reduce satisfaction? Many of the study variables were antecedents of satisfaction in the study context. Together they explained almost half of the variation in satisfaction. Nevertheless, alternative attractiveness, relationship investment, and voice were the most important antecedents of satisfaction in the study. The paper concludes with suggestions for the cultivation of customer satisfaction in the study context.

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