Testing the Churchill Scale for Channel Member Satisfaction – A Function for Attracting Market Oriented FDI : 'Make in India'

Market oriented FDI is very strongly affected by channel member conditions that exist in the home country. One of the crucial aspects of channel management is channel member satisfaction. The current study was undertaken with the objective of studying these factors which influence channel member satisfaction. The data was collected from 60 respondents on the basis of judgmental sampling with the help of a structured questionnaire design after an exhaustive review of literature. Results of factor analysis highlight that there were 8 factors which influence channel member satisfaction in India and the companies need to target their strategies around these factors. These factors were different from those proposed by Churchill for channel member satisfaction. The study will help practitioners understand the various dimensions for achieving higher channel member satisfaction and policy makers in designing policies to improve channel member satisfaction in India and thus attract more market oriented FDI under the Make in India campaign