Customer satisfaction in general trade distribution channel - case study at goodfood company

Abstract

The purpose of this study is to measure the customer satisfaction in General Trade Channel. The study develops on data collected via a survey and an interview in order to find the satisfaction level of customers, the obstacles in GT channel. The findings could benefit to GT channels and

GoodFood Company also. This thesis applies new model which adapted theories of many

previous researchers. In addition, the concept of developing distribution channel from Kolter is used for suggestion to enhance performance of GT channel.

Moreover, an interview with sales manager of GoodFood can let I understand clearly the basic market, the obstacles in GT channel and some basic concepts for solutions and for increase the sales of GT channel.

One the result of this study shows that most of GT’s customers are satisfied with GoodFood’s product quality but they are dissatisfied with expiry date of the products. All of those results would be analyzed and discussed in this study, so that I can provide the best suggestion for my manager in order to improve performance of GT’s channel.