AN EXAMINATION OF THE USE OF EXERCISED COERCIVE POWER WITHIN A RELATIONAL EXCHANGE: THE MODERATING ROLE OF DEALER RESISTANCE

Abstract

The authors develop a conceptual model to examine a dyadic relationship that explores the moderating effect of dealer resistance on the use of exercised coercive power - satisfaction relationship. The results provide a possible explanation for conflicting results within extant channel literature regarding the relationship. Within the context of the model, the authors provide a conceptualization of the endogenous construct, conflict potential, as a means to examine the motivation behind a channel member's decision to exercise coercive power as an influencing agent. The model also examines the mediating influence of compliance on the use of exercised coercive power - satisfaction relationship. The model is tested, via a two group structural equation modeling, using a sample of 324 high level executives from the office systems and furniture industry.