The impact of power and relationship commitment on customer integration: A replication and extension

Abstract

Purpose: This study aims to examine the relationships between power, relationship commitment and customer integration by replicating and extending Zhao et al. (2008) in China and the United States. Design/methodology/approach: This study collects data from 210 manufacturers in China and 202 manufacturers in the United States. Structural equation modelling is used to analyze the data. Findings: This study finds that normative relationship commitment is positively associated with customer integration and expert and referent power are positively associated with normative relationship commitment in China and the United States. Reward and coercive power are positively associated with, whereas referent power is negatively associated with instrumental relationship commitment in China. Referent, legal legitimate and reward power are positively associated with, whereas expert and legitimate power are negatively associated with instrumental relationship commitment in the United States. Originality: This study provides empirical evidence on the distinct impacts of different bases of mediated and non-mediated power in China and the United States, contributing to the development of the power-relationship commitment theory. The findings also provide insights into where and when the theory applies. The results can provide guidelines for managers to adjust the use of power to improve relationship commitment and customer integration in China and the United States.