The impact of dependence on dealer satisfaction: A comparison of reseller-supplier relationships

Abstract

This study extends previous buyer-seller relationship research by examining the level of mutual dependence and power-dependence imbalances across buyer (reseller) supply sources. Using critical support services and the intensity of coercive influence attempts, results suggest that the level of mutual dependence and power-dependence imbalances make a difference in reseller satisfaction, but that the impact hinges upon whether the supplier is the primary, secondary, or tertiary supplier in terms of annual purchases by the reseller. The Executive Summary offers direction for managers.