Logistical and Promotional Services and Wholesaler‐Broker Satisfaction

Brokers must realise that the promotional and logistical services they provide wholesalers help to determine the wholesaler's satisfaction with them. Although the results of the research presented in this article clearly show that high quality performance of both types of services is important, logistical services play a more important role in determining wholesaler satisfaction. Consequently, manufacturers must realise that brokers are an important link in the physical distribution channel and can help deliver high customer satisfaction via superior physical distribution service.