An Examination of the Coercive Power-Satisfaction Relationship Within a Relational Exchange The Moderating Role of Dealer Resistance

• Published in: Journal of marketing channels Vol. 8; no. 3-4; pp. 3 - 27
• Main Authors: Kiyak, Tunga, Roath, Anthony S., Schatzel, Kim E.
• Format: Journal Article
• Language: English
• Published: Binghamton Taylor & Francis Group 04.05.2001; Taylor & Francis LLC
• Subjects: Channel conflict; channel satisfaction; Decision making; decision making control; Distribution channels; power asymmetry; resistance; Studies
• ISSN: 1046-669X; 2694-3980; 1540-7039; 2694-3999
• DOI: 10.1300/J049v08n03_02

The authors develop a oonoeptual model that examines the moderating effect of dealer resistance on the use of coercive power-satisfaction relationship. The results provide a possible explanation for inconsistent results within extant channel literature regarding relationships that are power and/or dependency asymmetric Within the context of the model, the authors also provide a conceptualization of the endogenous construct, conflict potential, as a means to examine what motivates a channel member to exercise coercive power as an influencing agent. The model also examines the dealer's tendency to yield or acquiesce decision-making control to the manufacturer within the context of the use of coercive power-satisfaction relationship. The model is tested, via two-group structural equation modeling using a sample of 324 high level executives from the office systems and furniture industry. The authors provide theoretical and managerial implications of the research results as well as directions for future research.