Modelo de satisfacción comparativa percibida en los canales de distribuciónun análisis factorial confirmatorio de segundo nivel

1. Lévy Mangin, Jean Pierre
2. Lambert, Annick
3. Sulé Alonso, María Aránzazu
4. Paquin, Jean Paul

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Abstract

The concept of satisfaction in marketing channels has been extensively analyzed. This article aims to identify the concept of retailer satisfaction very closely through a second degree factoranalysis and to highlight the variables that specify it. A global sample will be analyzed and later it will be breakdowned by type of retailer. This analysis will permit to know exactly the signification of satisfaction for each kind of retailer, the independent, the corporate, the franchised one and the strategic implications of this meaning.

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