Abstract Based on the theory of marketing channel behavior and relationship marketing, this paper empirically tests the effects of manufacturers’ relationship marketing orientation and interpersonal guanxi on manufacturers’ exercises of power which eventually affect the opportunistic behavior of dealers. It comes to the following conclusions: Manufacturers’ relationship marketing orientation positively affects the exercises of noncoercive power, but it has no direct impact on exercises of coercive power. Instead, it indirectly affects the exercises of coercive power through interpersonal guanxi (emotional and instrumental). Interpersonal guanxi (emotional and instrumental) between manufacturers and dealers has a negative impact on the exercises of coercive power. Besides, instrumental guanxi has a positive impact on the exercises of noncoercive power; the manufacturers’ exercises of coercive power exacerbate the dealers’ opportunistic behavior. Finally, results and implications are dis
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Received: 09 August 2010
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