Appohwood Vilbert Mcobrein
Department of Procurement & Supply Chain Management,
Accra Technical University
The study examined determinant of customer satisfaction through effective wholesale distribution system using distributors and retail outlets at the market in Accra, Ghana. Specifically the study assessed the nature of distribution channels used by Makola Marketers for product distribution to distributors and retail outlets in Makola market in Ghana; distributor channel differential strategy adopted by Makola Distributors; effect of Product distribution channel on customer satisfaction at Makola Market and effect of distribution channels on customer’s satisfaction This case study research had customers and employees as unit of analysis. It had a sample of 20 respondents, whereby primary and secondary data were collected through the use of interviews, questionnaires, and documentary review.
Data were analysed through Statistical Package of Social Science. Findings revealed that distribution channel adopted by Makola Distributors ensures availability of her products, reduce response time and makes information available to their customer in aspect it facilitates positive relationship with her customers and agents. Also, agreement by respondents to effect that process for getting their concerns resolved is high thus impacts positively on their satisfaction and commitment to doing business with Makola Distributors. Averagely, respondent agreed to been satisfied with current level distribution channel adopted by Makola Distributors in products delivery to their shops in Makola, Ghana. Based on the findings, it was recommended that Makola Distributors should be in position to continuously weigh the benefits that accrue from application of distribution channel. Makola Distributors should ensure strict adherence to their policies and guideline regarding the use distribution channel. Makola Distributors should ensure aggressive Marketing, regular visit to distributors.
Keywords: Customer Satisfaction, Distribution System, Distributors and Retail Outlets