The Uses of Power in Influencing Relationship Economic Satisfaction: An Empirical Analysis in the Automobile Industry in Malaysia

Despite the assumption that relationship satisfaction contributes to buyer-supplier relationship, previous researches have concentrated more on factors affecting an overall relationship satisfaction and very limited research focus has been given to understand the factors that influence the economic relationship satisfaction. Using a survey method, this study explores the uses of power as antecedent of economic relationship satisfaction among 107 car dealers in Malaysia. Results have revealed that uses of non coercive power could have a pivotal effect on the economic relationship satisfaction. The evidence from this study suggests the need for enhancing theories and models relating to channel relationships