The Differential Effects of the Uses of Power Sources and Influence Strategies on Channel Satisfaction

Abstract

In recent years channel research has focused on the importance of developing and maintaining long term relationships. The purpose of this paper is to investigate the effects of the suppliers’ use of both power sources and influence strategies on distributors’ satisfaction with the exchange relationship. Two studies conducted in the beer industry compare the use of power sources and the use of influence strategies to explain variation in satisfaction. Both studies drew random samples from the same universe, and are comparable in terms of geographic representation and job titles represented. The results suggest that the use of power sources is a better predictor of satisfaction than the use of influence strategies.

Additional information

Notes on contributors

Donna T. Mayo

Donna T. Mayo (Ph.D., University of Alabama) is an assistant professor of marketing at Middle Tennessee State University. Her research interests include channel relationships, interorganizational communication, entrepreneurship and health care marketing. Her research is published or forthcoming in Journal of Business Research, Journal of Marketing Theory and Practice, and in national and regional proceedings.

Lynne D. Richardson

Lynne D. Richardson (Ph.D., University of Alabama) is Director of the MBA Program and associate professor of marketing at the University of Alabama at Birmingham. Her primary teaching and research interests are in the areas of professional selling and channels of distribution. She has published in numerous journals including Journal of Business Research, Journal of the Academy of Marketing Science and Journal of Personal Selling and Sales Management.

James T. Simpson

James T. Simpson (Ph.D., University of Alabama) is an associate professor of marketing and research scientist in the Center of Management of Science and Technology at the University of Alabama in Huntsville. His research on the structure and behavior of marketing distribution systems and new product development has appeared in the Journal of Marketing Research, Marketing Leners, Journal of Business Research, Journal of Marketing Channels, Journal of Business and Industrial Marketing and International Small Business Journal.