Satisfaction in the wholesaler-retailer relationship: The experience of red meat retailers in Western Australia

This article examines the wholesaler–retailer relationship within the red meat marketing channel in Western Australia. In particular, it identifies five factors which contribute to high levels of satisfaction being experienced by retailers in their dealings with their major supplier. These factors include aspects of the physical distribution service provided by the wholesalers, the quality of service provided by their staff in interchanges with the retailers, the absence of past conflict in the relationship, and the extent to which retailers are free to substitute a new supply source at times of high prices. The article concludes with recommendations that wholesalers take a long-term view and work towards harmonious channel relationships. To this end, they will need to develop systems to enhance the reliability of their physical distribution processes and train staff to deliver high quality service.