Distribution Channel Relational Cohesion Exchange Model: A Small‐to‐Medium Enterprise Manufacturer's Perspective

Abstract

This study investigated the influence of dealers' expert, referent, and legitimate sources of power on small‐to‐medium enterprise manufacturers' relationship commitment in distribution channel systems. A theoretical model drawing on the relational cohesion theory and the extant marketing literature is developed and tested empirically using a sample data set of 452 from imbabwe. In this model, expert, referent, and legitimate powers are the predictors, whereas trust, cooperation, and relationship satisfaction are the mediators, and relationship commitment is the outcome variable. Analysis reveals that these three powers positively influence the mediators and outcome variable in a significant way, except for legitimate power to cooperation relationship. Managerial implications and future studies are suggested.

Additional information

Notes on contributors

Richard Chinomona

Richard Chinomona (PhD) is a Senior Lecturer at Department of Logistics, Vaal University of Technology.

Julian Ming‐sung cheng

Julian Ming‐Sung Cheng is a Professor of Marketing Management at Department of Business Administration, National Central University.