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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
The Uses of Power in Influencing Relationship Economic Satisfaction: An
Empirical Analysis in the Automobile Industry in Malaysia
Author(s): Selvan Perumal, Nor Azila Mohd Noor, Zolkafli Hussin
Citation: Selvan Perumal, Nor Azila Mohd Noor, Zolkafli Hussin, (2012) "The Uses of Power in Influencing Relationship Economic Satisfaction: An Empirical Analysis in the Automobile Industry in Malaysia," Journal of Marketing Development and Competitiveness, Vol. 6, Iss. 4, pp. 85 - 95
Article Type: Research paper
Publisher: North American Business Press
Abstract:
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.
