ItemArticle

Impact of Goal Divergence, Unbalanced Dependence and Miscommunication on Marketing Channel Satisfaction

Title
Impact of Goal Divergence, Unbalanced Dependence and Miscommunication on Marketing Channel Satisfaction
Creator
Mampilly, Deepak Joy; Raman, Sreedhara; Chandar, Kumar S
Description
Purpose: Marketing channel satisfaction is a critical factor influencing the efficiency and long-term sustainability of distribution networks. However, conflicts arising from goal divergence, unbalanced dependence, and miscommunication often disrupt channel relationships, affecting overall satisfaction levels. This study examines the impact of these three conflict-inducing factors on marketing channel satisfaction, drawing insights from empirical research conducted in the fast-moving consumer goods (FMCG) sector. FMCG sector is considered as the barometer of any economy because of its wide reach to both the urban and rural market. Research design, data and methodology: Using a structured survey and statistical analysis, the study identifies the extent to which goal misalignment, power imbalances, and communication breakdowns contribute to dissatisfaction among channel members. Results: The findings highlight that goal divergence leads to reduced cooperation, unbalanced dependence fosters opportunistic behaviour, and miscommunication exacerbates misunderstandings, collectively diminishing channel satisfaction. The study contributes to the literature on channel conflict management and offers practical implications for businesses seeking to enhance collaboration, trust, and efficiency in their marketing channels. Conclusions: The study explores how the marketing channel members like distributors, wholesalers and retailers can reduce distribution channel conflict and enhance marketing/distribution channel satisfaction. This is still important even though online selling and e-commerce has become the order of the day. This study is very relevant in the field of distribution science. The Author(s) This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://Creativecommons.org/licenses/by-nc/4.0/) which permits unrestricted noncommercial use, distribution, and reproduction in any medium, provided the original work is properly cited.
Source
Journal of Distribution Science;Volume;23;Issue;8;pp.1-12
Date
01-01-2025
Publisher
KODISA Foundation
Subject
Channel Conflict; Distribution science; Goal Divergence; Marketing Channel Satisfaction; Miscommunication; Unbalanced Dependence
Coverage
Mampilly D.J., School of Business and Management, CHRIST University, India; Raman S., School of Business and Management, CHRIST University, India; Chandar K.S., School of Business and Management, CHRIST University, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISSN: 17383110;
Format
online
Language
English
Type
Article

Citation

Mampilly, Deepak Joy; Raman, Sreedhara; Chandar, Kumar S, “Impact of Goal Divergence, Unbalanced Dependence and Miscommunication on Marketing Channel Satisfaction,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/23342.

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