Investigation of the effect of customer Orientation on the export performance of companies exporting home appliances: Betting on Trust, Communication and Behavioral Commitment by Bayesian Method

Subject Areas : Jounal of Marketing Management

fatemeh khanmohammadi ¹ , mohsen KhunSiavash ² , Mohammad ail abdolvand ³

1 - Graduate of Business Administration, Department of Science and Research, Islamic Azad University, Tehran, Iran
2 - Assistant Professor, Department of Statistics, Qazvin Branch, Islamic Azad University, Qazvin, Iran
3 - Assistant Professor, Department of Business Administration, Science and Research Branch, Islamic Azad University, Tehran, Iran

Received: 2020-02-21 Accepted : 2020-06-09 Published : 2019-12-22

Keywords: Trust, Export performance, communication, customer orientation, Bayesian Method, Behavioral commitment,

Abstract :

Studies in the field of export performance show that the investigation of export performance reveals a wide range of factors affecting export performance and corporate success. On the other hand, the customer-Orientation consists of a set of capabilities that are not easily replicable and can provide a long-term competitive advantage for the companies. This study investigate the effect of customer Orientation on the export performance of companies exporting home appliances, which considering trust, communication and behavioral commitment as a mediator. In this regard, a questionnaire with 38 questions was sent to all identified companies. In this research, due to the non-normality of data and small sample size, Bayesian structural analysis method was used and the method of estimating the parameters in the structure is generalized least squares error method. The results of the analysis of 146 questionnaires obtained using Bayesian Structural Analysis showed that all three variables of trust, communication and behavioral commitment influenced the relationship between customer-orientation and export performance. Results suggest manager to use trust, behavioral commitment, and communication to develop customer orientation and enhancing firm’s export performance.

References:

صادقی، ت.، لشکری، م. و کربلائی اسماعیلی، ح.ر. (1391). "ارایه مدل عوامل اصلی موفقیت در صادرات از دیدگاه صادرکنندگان در ایران"، مجله مدیریت بازاریابی، دوره 7، شماره 17، صص. 82-61.

 

فتاحی، د.، حسنی، س.ر. و هاشمی، س.ر. (1393). "بررسی تأثیر تعهد اثربخش، تعهد مستمر و اعتماد به عنوان عوامل پر قدرت در عملکرد صادراتی (مطالعه موردی: شرکت‌های صادراتی شهر کرمانشاه)"، کنفرانس بین‌المللی مدیریت در قرن 21.

 

فروزنده، س. (1388). "تبیین نقش ارتباطات و اعتماد در وفاداری مشتری با استفاده از بسط مدل ECSI (مطالعه موردی بانک ملی ایران شعب تهران)"، پایان‌نامه کارشناسی‌ارشد مدیریت بازرگانی، دانشگاه تربیت مدرس، چاپ نشده.

 

مرتضوی، م.س.، حاجی‌کریمی، ع.ع. و خدادادحسینی، س.ح. (1393). "بررسی و تحلیل تأثیر اعتماد شناختی و عاطفی بر تبادلات رابطه‌ای خریداران و فروشندگان (مورد مطالعه شرکت‌های صادراتی صنعت مواد غذایی)"، مجله علمی پژوهشی تحقیقات بازاریابی نوین، دوره 4، شماره 4، صص. 182-167.

 

موسی‌خانی، آ. (1390). "شناسایی و رتبه‌بندی عوامل مؤثر بر عملکرد صادراتی در صنعت مواد غذایی با استفاده از تکنیک AHP"، پایان‌نامه کارشناسی‌ارشد مدیریت بازرگانی، دانشگاه تربیت مدرس.

 

Alteren, G. & Tudoran, A.A. (2016). “Enhancing export performance: betting on customer orientation, behavioral commitment, and communication”, International Business Review, Vol. 25(1), PP. 370-381.

 

Anderson, E. & Jap, S.D. (2005). “The dark side of close relationships”, MIT Sloan Management Review. Vol. 46(3), PP. 75-82.

 

Foley, A. & Fahy, J. (2009). “Seeing market orientation through a capabilities lens”, European Journal of Marketing, Vol. 43(1/2), PP. 13-20.

 

Hess, J. & Story, J. (2005). “Trust- based commitment: multidimensional consumer- brand relationships", Journal of Consumer Marketing. Vol. 22/6, PP. 313-322.

 

Huang, Y. & Wilkinson, I.F. (2013). “The dynamics and evolution of trust in business relationships”, Industrial Marketing Management. Vol. 42(3), PP. 455-465.

 

Luo, X., Hus, M.K. & Liu, S.S. (2008). “The moderating role of institutional networking in the customer orientation–trust/commitment–performance causal chain in China”, Journal of the Academic Marketing Science, Vol. 36, PP. 202-214.

 

Madsen, T.K. (1987). “Empirical Export Performance Studies: A Review of Conceptualizations and Findings. Advances in International Marketing. Greenwich, CT: JAI Press, Vol. 2, PP. 177-198.

 

 

 

Seppänen, R., Blomqvist, K., & Sundqvist, S. (2007). “Measuring inter-organizational Trust-A critical review of the empirical research in 1990–2003”, Industrial Marketing Management, Vol. 36(2), PP. 249-265.

 

Zafari, K., Biggemann S. & Garry, T. (2020). “Mindful management of relationships during periods of crises: A model oftrust, doubt and relational adjustments”, Industrial Marketing Management, Vol. 88, PP. 278-286.

 

Ziggers, G.W. & Henseler, J. (2016). “The reinforcing effect of a firm's customer orientation and supply-base orientation on performance”, Industrial Marketing Management, Vol. 52, PP. 18-26.