Enhancing export performance: Betting on customer orientation, behavioral commitment, and communication
Permanent link
https://hdl.handle.net/10037/8801Date
2015-07-29Type
Journal articleTidsskriftartikkel
Peer reviewed
Abstract
This study examines the extent to which behavioral commitment and communication mediate
the effect of customer orientation on export performance such as satisfaction with the
percentage margin, capability of payment, and level of complaints. The research was carried
out in the Norwegian seafood industry with a sample of 105 exporters. Length of the
relationship, firm size and environmental uncertainties are considered as covariates. The results
show that behavioral commitment and communication fully mediate the relationship between
exporter´s customer orientation and customer’s payment capability. Furthermore,
communication mediates the relationship between customer orientation and the level of
customer complaints. The results do not support the view that behavioral commitment and/or
communication are key mechanisms promoting exporter’s satisfaction with the margins. The
more predictable and stable the environment is in the export market, the more likely it is that
the exporter is pleased with the level of complaints and the percentage margin.
Description
Accepted manuscript version. Published version at http://doi.org/10.1016/j.ibusrev.2015.07.004. License in accordance with the journal's policy - CC-BY-NC-ND.