Soft power and desirable relationship outcomes: The case of Zimbabwean distribution channels

The current research attempts to investigate the use of the two sources of dealers' soft channel power (i.e., expert power and referent power) as a means of achieving three desirable channel relationship outcomes in Zimbabwe's channel of distribution system. The field study is conducted in Harare and Chitungwiza, and research data are collected from 447 small and medium-size enterprise (SME) manufacturers. Dealers' expert power and referent power are found to be important sources of channel power that positively influence SME manufacturers' trust, relationship commitment, and relationship satisfaction. It is concluded that managers in dealers' firms can improve their channel relationships with SME manfacturers if they acquire or enhance their expert power and referent power.