The impact of coercive and non-coercive forms of influence on trust, commitment, and compliance in supply chains

A major premise in managing channel relationships is encouraging cooperation to achieve the aims of the relational partners. This often requires a balancing act between utilization of influence across the supply chain to motivate decisions, while employing tactics that do not damage the future of the relationship. This paper builds and tests a model of how influence strategies affect relational elements, specifically trust and commitment, which both promote strong inter-firm relationships and act as mediators of joint action, specifically cooperation and compliance across channel partners. Results suggest that coercive strategies are counterproductive in encouraging cooperation and compliance either directly or through relational intermediaries, while non-coercive influence produces positive outcomes and effects on intermediaries. Low levels of coercive influence do appear to generate positive outcomes. Managerial implications and future research based on these results conclude the paper.