Based on the theories of marketing channel behaviors and relationship marketing,this paper empiri- cally explores the impact of relationship marketing orientation(RMO)on firms' exercises of channel power.It is found that RMO has a positive effect on firms' exercises of noncoercive power,and has a negative moderate effect on the positive relationship between firms' power and their exercises of coercive power.The paper has two major contributions,i.e.,it proposes and tests the impact of RMO on fir...