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

Richard Chinomona, Julian Ming-Sung Cheng

Research output: Contribution to journalArticlepeer-review

11 Scopus citations

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 Zimbabwe. 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.

Original languageEnglish
Pages (from-to)256-275
Number of pages20
JournalJournal of Small Business Management
Volume51
Issue number2
DOIs
StatePublished - Apr 2013

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