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

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 USA. Design/methodology/approach: This study collects data from 210 manufacturers in China and 202 manufacturers in the USA. In this study, structural equation modelling is used to analyse 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 USA. Reward and coercive power are positively associated with instrumental relationship commitment in China, whereas referent power is negatively associated. Referent, legal legitimate and reward power are positively associated with instrumental relationship commitment in the USA, whereas expert and legitimate power are negatively associated. Originality/value: This study provides empirical evidence on the distinct impacts of different bases of mediated and non-mediated power in China and the USA, 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 USA.