The Effect of Distributors’ Service Quality on Retailers’ Satisfaction: Case of G3-Biz Ltd, Limbe

Abstract

This study examines the effect of distributors’ service quality on retailer satisfaction in the brewery distribution sector, using G3-Biz Ltd in Limbe, Cameroon, as a case study. Drawing on the SERVQUAL framework, the study evaluates how the key dimensions of service quality including reliability, responsiveness, assurance, empathy, and tangibility affect retailer satisfaction in a business-to-business context. A quantitative research design was adopted, and primary data were collected from retailers through a structured questionnaire using a five-point Likert scale. The data were analysed using regression techniques to determine the extent to which each service quality dimension affects satisfaction. The findings reveal that service quality is a significant predictor of retailer satisfaction, with reliability and responsiveness emerging as the most influential dimensions. Assurance and empathy also demonstrate significant positive effects, highlighting the importance of trust, professionalism, and personalised service in distributor-retailer relationships. Tangibility, although positively related to satisfaction, exhibits a relatively weaker influence. These results suggest that operational efficiency and timely service delivery are more critical determinants of satisfaction than physical service attributes in distribution systems. The study contributes to the literature by extending the application of service quality models to the distribution-retail context in a developing economy. It further provides practical insights for distributors seeking to enhance customer satisfaction through improved service delivery. The findings underscore the need for distribution firms to prioritise reliability and responsiveness while strengthening relational aspects of service quality to achieve sustainable competitive advantage.