Abstract: Empirical research in Serbian marketing channels on the participants’ satisfaction has shown that retailers’ managers are somewhat more critical than the average. They assessed the activities of other participants in marketing channels by evaluating three sets of criteria (21 dimensions): a) Product and price criteria b) Criteria relating to sales and logistics and c) Criteria of cooperation. The survey found that “smaller” retailers are less satisfied with their relations with other business partners than “bigger” retailers. Also, “smaller” retailers are more in line with their ratings than their larger competitors. The growing negotiating power of large chains leads to a reduction in their purchasing prices, but on the other hand, it initiates manufacturers to raise prices for small retailers to make up for the difference. Retailers consider the price criteria are extremely important, whether it be on the purchasing price or payment deadlines, while very low evaluate readiness for joint action (price cuts). Out of logistical criteria, retailers attach great importance to the delivery deadlines, the continuity of delivery, and especially the willingness of the supplier to resolve complaints and returns of goods. Retailers in Serbia, according to the results of this survey, are not considering as significant, joint planning activity with suppliers or IT support by partners. https://phaidrabg.bg.ac.rs/o:29888 eng Trade perspectives 2018: Contemporary Aspects and Role of Distributive Trade, Zagreb, 28-29. novembar 2018 info:eu-repo/semantics/conferenceProceedings 2018 Cooperation criteria : how retail managers evaluate relationships in marketing channel All rights reserved Key words: Retail, Relationships, Marketing Channel, Cooperation Petković, Goran Bogetić, Zoran Stojković, Dragan application/pdf 229589 bytes