A strategic selection of channel satisfaction model by using neuro‐fuzzy : Taiwan perspective

Purpose – This research, based on the idea of contingency fit, attempts to construct a strategic selection system to select the best fit competency of channel strategic selection by using neuro‐fuzzy technique. Design/methodology/approach – Neuro‐fuzzy technique is used. Findings – In addition to, providing a concrete bilateral solution to select the right and better fit competency of channel strategy and giving an alternative way to explain fit, this strategic selection system can also be used as a competency diagnosis system for channel members in the supply chain organization, providing clues for further channel performance promotion and channel modernization. Originality/value – Through the literature and construction of strategy channel satisfaction model (SCSM) concepts and ideas, an empirical study of the Asian Commerce Community meet distribution channel relationships will pose an Asian developed channel modernization perspective of SCSM to discuss the critical marketing strategy selection for the traditional orient “commercial channel”.