Abstract
In this article, the authors report the development and testing of a model of importers' benevolence toward their foreign export suppliers. The model posits that an importer's satisfaction with and commitment to its relationship with a foreign export supplier will have a positive impact on the importer's benevolence toward that supplier, that an importer's benevolence positively influences relationship performance, and that the benevolence-performance link is moderated by relationship duration. The authors tested the model with a sample of U.S. importers who buy from foreign exporters. The results indicate that the importers' commitment to the relationship significantly influenced its benevolence; however, importers' satisfaction with the relationship did not significantly affect their benevolence. Importers' altruistic benevolence had a positive impact on performance in mature relationships but not in new relationships. Importers' mutualistic benevolence had a significant influence on performance regardless of relationship duration.
Original language | English |
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Pages (from-to) | 32-48 |
Number of pages | 17 |
Journal | Journal of the Academy of Marketing Science |
Volume | 32 |
Issue number | 1 |
DOIs | |
Publication status | Published - 2004 Dec |
All Science Journal Classification (ASJC) codes
- Business and International Management
- Economics and Econometrics
- Marketing