The Effect Of Multichannel Distribution System On Company Performance In The Case Of Faffa Food Share Company

The purpose of the study is to examine the effect of multichannel distribution system onrncompany performance in the case of FAFFA Food Company. The study undertakes anrnexplanatory research design and quantitative approach with a sample of 60 respondents. Forrnthe primary and secondary Self-administered questionnaires would use to collect responses.rnMeasurement of the relationships of the study (channel level, channel control, channelrncooperation, channel conflict and company performance) is done and subjected to accuraterndata processing and analysis using the relevant statistical computer software packages.rnFindings indicated that there were significant relationships among those three variablesrn(channel level, channel cooperation, channel control) with company performance. And therernis no significance relationship between channel conflict and company performance. Resultsrnfrom regression analysis showed channel level and channel cooperation were significantrnpredictors of company performance. After examining the results and reaching onrnconclusions, the researcher recommended that the company should focus their concentrationrnon channel control in selection, motivation, training and evaluation of channel members andrnon channel level to take great care about choosing the right distributors

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