ABSTRACT : This study provides practical insights for manufacturers seeking to improve their customer decision-making process in the dual distribution channel strategy. The dual distribution channel strategy has emerged as a viable option for companies to navigate the complex and turbulent B2B market environment. A mixed methodology approach is used, which includes customer surveys and semi-structured interviews, to collect data from the target audience.
This research suggests that a dual distribution channel can provide several benefits to manufacturers, including a seamless customer experience, a customer-centric approach, brand experience and engagement, and channel-agnostic features. The study highlights the importance of channel management for manufacturers to avoid conflicts and minimize the risk of destructive behaviour by independent channels.
The limitations of this study include its focus on the Indonesian B2B market, which may be different from other markets globally. Future research could expand the scope of the survey to other markets and explore the challenges and benefits of a dual distribution channel strategy in different contexts.

KEYWORDS: dual distribution channel, customer expectation, customer satisfaction survey, customer experience (CX), Customer Journey Map (CJM)