La internacionalización como variable moderadora en las estrategias fabricante-distribuidor

Abstract

The present work analyzes the background and effects on the satisfaction in the retail distribution field. As background, the role of the strategies developed by the manufacturer is reviewed: (i) image and product sold, and (ii) servuction process (before, during and after the sale). As effects, loyalty is approached using two indicators: (i) intention to buy, and (ii) the recommendation. The study, which was conducted on a sample of 159 retailers (94 domestic and 59 international) of a furniture manufacturer, was completed by analyzing the moderating role of the internationalization variable. The results, using structural modeling and multi-sample analysis using EQS software, demonstrated the relevance of the strategy as regards the servuction process on the strategy associated to the interchanged product in the manufacturer-retailer relationship. Furthermore, it shows that international distributors who value the servuction process more are significantly more satisfied than the domestic distributors.