Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Mampilly, Deepak Joy; Raman, Sreedhara; Chandar, Kumar S Title A name given to the resource Impact of Goal Divergence, Unbalanced Dependence and Miscommunication on Marketing Channel Satisfaction Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Journal of Distribution Science;Volume;23;Issue;8;pp.1-12 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.15722/jds.23.08.202508.1" target="_blank" rel="noreferrer noopener">https://doi.org/10.15722/jds.23.08.202508.1</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105034590300?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105034590300?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant 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 Description An account of the resource 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. Subject The topic of the resource Channel Conflict; Distribution science; Goal Divergence; Marketing Channel Satisfaction; Miscommunication; Unbalanced Dependence Publisher An entity responsible for making the resource available KODISA Foundation Relation A related resource ISSN: 17383110; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online