Assessment of Channel Relationship Management Practices on Channel Satisfaction of Consumer Goods Firms Listed in Nigerian Stock Exchange

Abstract

This study aims to assess the impact of channel relationship management techniques on channel satisfaction in consumer products companies listed on the Nigerian Stock Exchange. Channel relationship management enables the establishment of mutually advantageous associations between producers and intermediaries, as well as the enhancement of distribution channel effectiveness. This study employs a mixed-methods approach to gather quantitative data through surveys administered to respondents, as well as qualitative information through in-depth interviews conducted with influential members of the business. The sample comprises consumer goods companies that are publicly traded on the Nigerian Stock Exchange, representing various sectors such as food and beverage, personal care products, and home furnishings. The findings of this research will contribute to the existing literature on channel relationship management and provide valuable insights for consumer goods companies operating in Nigeria. The results of this study will underscore the importance of establishing strong and collaborative partnerships with intermediaries in order to enhance channel satisfaction, as well as identify potential areas for enhancing channel management strategies. This study also holds significant implications for decision-makers and business professionals seeking to develop effective strategies for improving the performance of distribution channels within the Nigerian consumer goods market.