Abstract
Along with the rapid growth of electronic services (e-services), supplier–dealer marketing channels have changed. This study expands on previous studies by examining the effects of e-service quality and relationship quality on dealer satisfaction. Channel power was proposed to have moderating effects on relationship quality and dealer satisfaction. Results of data analysis indicated that e-service quality has a positive effect on relationship quality, which in turn has a positive effect on dealer satisfaction. Furthermore, non-coercive power had a significant moderating effect on relationship quality and dealer satisfaction, but coercive power did not. The results imply that dealers are more tolerant of coercive power in Taiwan, which is also a reflection of the cultural differences between Taiwan and Western countries.
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