Service quality dimensions in the manufacturer–distributor dyadic relationship: manufacturer-to-distributor context

PurposeThe paper aims to identify and report service quality dimensions critical to distributors’ perception of the quality of services their suppliers provide (Manufactures).Design/methodology/approachThis research used unstructured interviews and focused group discussions. The authors have interviewed ten distributors and ten frontline managers of three mid-size Consumer Packaged Goods companies operating in India. Two focused group discussions were conducted involving academicians and practitioners in the service quality domain.FindingsSeven quality dimensions critical to a distributor’s service quality evaluation have been identified. Except for tangibility, all other SERVQUAL dimensions have been found relevant. Three additional dimensions, namely “Fairness,” “Accessibility” and “Image quality,” have been identified. The authors made a theoretical contribution by not only identifying the relevant dimension but also proving their context-specific definition. The authors also present managerial implications and recommendations to improve the service experience of distributors.Originality/valueThis paper investigates the distributor–manufacturer dyadic relationship from a service quality perspective for the first time. This study made a theoretical contribution by explicitly identifying service quality dimensions for a manufacturer-to-distributor (M2D) service relationship.