Dealer Satisfaction towards Sustainable Competitive Advantage

Abstract

Dealership business has been expanding day by day in India. In order to ensure the fulfillment of the concept ‘Place' in the marketing mix and to survive in the competitive environment, organizations need to satisfy its dealers by providing greater benefits from all the aspects. The study is designed to provide sustainability of dealers and to provide manufacturers with insights about dealer opinions and attitudes to help them improve dealer relations. The main aim of the study is to explore the dealers' satisfaction of IFB covering 35 dealers and agent outlets in Trichy, Thanjavur, Thiruvarur and Kumbakonam. The data were collected from the IFB dealers by administering a questionnaire and the primary data collected were analyzed by using Percentage analysis and ANOVA single factor. From the analysis, it is inferred that the company should satisfy their dealers to have smooth flow of supply chain and increase their sales, which would lead to increase in profit of the company and create customer loyalty.  The company could also allow credit facility to their dealers as it would reduce the financial burden of the dealer. The quality and the moderate price of IFB products helped the dealers to sustain in the market. The process and environment interaction played a vital role in determining sustainable competitive advantage. The customer loyalty and stewardship of dealers has made the sustainable competitive advantage among the IFB dealers. The sustainable competitive advantage enjoyed by the dealers confirms the brand image of the IFB products among consumers.