The Factors Influence of Distributors Towards LPG Cooking Gas Principal in Malaysia

Abstract

Relationship marketing is one of the keys for success in businesses. This study examined the factors influence the satisfaction of distributors towards LPG principals in Malaysia. The literature shows that number of factors influence distributors’ satisfaction such as support, perceived quality of training programs, perception of product/services and relationship benefits. The findings of this research will help businesses discover channel management strategies to improve distributor satisfaction and retention in the Malaysian LPG cooking gas market.