Abstract

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.