An examination of the coercive power-satisfaction relationship within a relational exchange: the moderating role of dealer resistance

ABSTRACT 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 futu...