Channel Member Satisfaction and Performance in African Export Marketing Channels: Some Insights From Ghana Charlene A. Dadzie Department of Marketing & Logistics, College of Business, University of North Texas, Denton, Texas, USA This article investigates the impact of channel member satisfaction on channel performance in Ghanaian cocoa marketing channels. Channel member satisfaction is treated as a multidimensional construct consisting of both economic and social satisfac- tion. Channel performance is defined in terms of farmers’ acceptance of a large-scale marketing channel improvement. The results of the study indicate that initial acceptance of the channel improvement was based on economic satisfaction and continued use was based primarily on trust. Implications for theory and managerial practice are discussed. Keywords: Africa, channel member satisfaction, cocoa export channel, event history analysis, export, Ghana, trust Globalization processes have brought market liberali- zation, privatization, and decentralization to emerging market economies introducing unprecedented financial opportunities for export commodity channel members. Yet, many African export commodity channels for goods such as cocoa, coffee, sugar, rubber, and vegeta- bles are dominated by small-scale farmers. These farmers operate in greatly challenging economic and social environments that run counter to the conditions neces- sary for the effective management of marketing channels recommended in the literature (Stern et al., 1996). For example, the pervasive lack of access to marketing and logistics infrastructure, including transportation and storage facilities (Arnould, 2001), emanates from the early postcolonial era. These infrastructural charac- teristics require continued investment from firms and state agencies alike to provide adequate levels of basic channel functioning. These investments are necessary to generate the level of channel member satisfaction needed to support both channel performance and channel improvements (Williams, 2009). For Western firms hoping to develop marketing channels in sub-Saharan Africa, overcoming contextual obstacles represents a necessary precursor to reaping gains from relationships with local channel partners. This task is made especially challenging as many export marketing channels in African emerging market economies, such as Ghana, still linger under the shadow of a decade-long ‘‘vampire state’’ (Frimpong-Ansah, 1991, p. 48) during which long periods of over-taxation, corruption, and production inefficiency led to a drop in producer prices (Williams, 2009). Looking ahead, achieving profitable sales growth in such an environ- ment requires both foreign and domestic channel mem- bers to continue working closely with local small-scale farmer-suppliers to develop enduring relationships that engender satisfaction and reach positive channel out- comes. However, developing these relationships that reap the potential benefits of effective export marketing channels is difficult due to the complex, unstable environment in these dynamic emerging market contexts (Schmitz & Wagner, 2007; Sigue´ & Bonsu, 2012). Despite the unique role of channel satisfaction in forging collaboration in African export marketing Note: The review process for this article was handled by Neil Herndon, Editor-in-Chief of the Journal of Marketing Channels. Address correspondence to Charlene A. Dadzie, PhD Candidate, Department of Marketing & Logistics, College of Business, University of North Texas, 1155 Union Circle, Denton, TX 76203–5017, USA. E-mail: Charlene.Dadzie@unt.edu Journal of Marketing Channels, 22:108–120, 2015 Copyright # Taylor & Francis Group, LLC ISSN: 1046-669X print=1540-7039 online DOI: 10.1080/1046669X.2015.1018076