Antecedents and Consequences of Export Intermediaries’ Customer Orientation: Conceptualization and Propositional Development

• 발행기관: The International Academy of Global Business and Trade
• 저자명: Han-Mo Oh
• 간행물 정보: 『Journal of Global Business and Trade』Vol. 11 No, 2, 45~59쪽, 전체 15쪽
• 주제분류: 사회과학 > 무역학
• 파일형태: PDF
• 발행일자: 2015.11.30

영문 초록

Export Intermediaries involve transactions with exporters and importers, both of which are these intermediaries’ customers. Therefore, dyadic perspectives implicit in conventional theories of customer orientation should be revised to apply to a triadic relationship framework in indirect export contexts. The present manuscript proposes that an export intermediary’s customer orientation consists of summated customer orientation (customer orientation toward both the exporter and importer sides) and asymmetrical customer orientation (customer orientation in favor of the exporter relative to the importer side), and examines the antecedents and outcomes of these orientations. It is posited that importer- (exporter-) side concentration increases summated customer orientation and asymmetrical customer orientation toward exporters (importers). It is also posited that these positive effects are weaker when importers and exporters interact directly versus indirectly and are stronger when the offering prices vary versus remaining stable during negotiations. Finally, it is posited that summated customer orientation increases export intermediaries’ performance by itself and in conjunction with customer concentration, but asymmetrical orientation enhances their performance only interaction with customer concentration.

목차

ABSTRACT

I. Introduction

II. The Nature of Export Relationships

III. Conceptualization

IV. Propositions

V. Discussion

References

키워드

business-to-business exchange customer orientation export intermediary relationship marketing