چکیده:
Most studies in the field of service quality measurement have been conducted at the level of [332] and the models presented in this field are usually developed based on measuring end-consumer satisfaction; as a result, service quality in the area of [5], despite the importance of this sector and its high share in the services sector, has been neglected. The aim of this research is to present a model for measuring distribution service quality in the FMCG sector. The approach of this research is mixed-method. In expert interviews, 53 effective indicators of distribution service quality were identified across five dimensions: product quality, financial quality, information quality, promotion quality, and interaction quality; then, the resulting conceptual pattern was validated at the level of retailers in Tehran city, and the effect of quality in the obtained dimensions on retailer satisfaction was proven; it was also proven that the internal characteristics of distribution companies affect the dimensions of effective service quality, and the role of the type of distribution as a contextual factor, market instability, and manufacturer promotions as environmental factors affecting retailer purchasing were also confirmed. Given the weakness of studies in the field of distribution service quality, this research can be influential in identifying the effective factors on the satisfaction of retailers, as customers of distribution networks.
خلاصه ماشینی:
In expert interviews, 53 indicators affecting the quality of distribution services were identified across five dimensions: product quality, financial quality, information quality, promotion quality, and interaction quality; then, the obtained conceptual pattern was validated at the level of retailers in Tehran, and the effect of quality in the obtained dimensions on retailer satisfaction was proven; it was also proven that the internal characteristics of distribution companies affect the dimensions of service quality, and the role of the type of distribution as a contextual factor, market instability, and manufacturer promotions as environmental factors affecting retailer purchasing were also confirmed.
Given the weakness of studies in the field of distribution service quality, this research can be effective in identifying the factors affecting retailer satisfaction as customers of distribution networks.
The internal characteristics of distribution companies, service quality, and purchase decision affect retailer satisfaction.
The internal characteristics of distribution companies affect the purchase decision through the mediation of service quality.
47 (Refer to the page image) First hypothesis: The internal characteristics of distribution companies, service quality, and purchase decision affect retailer satisfaction.
(Refer to the page image) The results of Table 5 show that the variable of internal characteristics of distribution companies has a direct effect on all service quality variables (p < 0.
The internal characteristics of distribution companies have an effect on purchase decision through the mediation of service quality.
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