Showing papers in "Marketing Intelligence & Planning in 2014"

Brand strategies in social media

Abstract: Purpose – The purpose of this paper is to: first, examine why companies create brand pages in social media, how they use them, what policies and strategies they follow, and what outcomes do they expect; and second – from firms’ point of view – how users are benefited from such pages. Design/methodology/approach – A qualitative study approach was employed for this study. Data were collected from personal interviews with 14 marketing managers responsible for the social media activity of their company, providing preliminary evidence about the actions firms take, the motivations that led them to getting involved, and the derived outcomes. Findings – The main actions of the firm are making prize competitions, announcing new products/services, interacting with fans, providing advice and useful information, and handling customer service issues. The basic motivations are the increasing popularity of social media, competitors’ presence, headquarters’ strategy, and cost reduction pressure. Interact with customers, ...

An empirical examination of customers’ adoption of m-banking in India

Abstract: Purpose – The purpose of this paper is to identify factors impacting the adoption of m-banking. Design/methodology/approach – To attain the above objective a conceptual model was developed based on Technology Acceptance Model (TAM) and diffusion of innovation (DOI). Primary data were collected using questionnaire from 600 customers and the data were analyzed using SPSS and AMOS. Findings – The study found empirical evidence for positive relationship between perceived usefulness, perceived ease of use and Social Influence to positive attitude towards m-banking. However, no support was found for FC, benevolence and privacy and security to attitude towards m-banking. The study found support for the relationship between attitude towards m-banking and intention to adopt m-banking. Practical implications – The study has practical implications for managers. The study suggests that m-banking adoption can be increased by improving the customer's perception of benevolence and privacy and security. Originality/value...

Effects of green brand on green purchase intention

Abstract: Purpose – The purpose of this paper is to build a comprehensive model and examine the relationship among green brand positioning (GBP), green brand knowledge (GBK), attitude toward green brand (AGB), and green purchase intention (GPI). Design/methodology/approach – A questionnaire survey was deployed to collect data from the members of Taiwan's Lifestyles of Health and Sustainability (LOHAS) Club, obtaining 425 valid samples which were analyzed with structural equation modeling. Findings – GBP and GBK influence green brand attitudes separately. GBK affects green brand attitudes. Meanwhile, green brand attitudes influence GPIs. Another finding indicates that the mediating effects exist. Research limitations/implications – By applying the environmental knowledge-attitude-intention paradigm to green brand research, it was empirically supported the existence of a GBK-attitude-intention hierarchy in the context of GPIs. Practical implications – GBP can be used as brand marketing strategy to improve consumers’ ...

Consumers’ susceptibility to interpersonal influence as a determining factor of ecologically conscious behaviour

Abstract: Purpose – The purpose of this paper is to examine affect of consumer susceptibility to interpersonal influence (CSII) and demographics on ecologically conscious consumer behaviour (ECCB). Design/methodology/approach – Data were collected through mall intercept technique in six cities across India. Findings – ECCB and CSII scales were applicable in Indian context. Factor analysis revealed two factors for ECCB scale: ecologically conscious purchase behaviour and green product attitudes. Normative, informative influence of CSII and income were predictors to ecologically conscious purchase behaviour. Normative influence emerged as predictor to green attitudes. Research limitations/implications – The study focuses itself only on CSII factors. It does not examine influence of variables like personal values, risk perception, and personality on ECCB. It does not examine role of consumers’ attitude towards conservation of energy and natural resources. Practical implications – The findings can be of immense use to ...

Consumer characteristics and social influence factors on green purchasing intentions

Abstract: Purpose – Green consumer behavior has recently attracted the attention of academic researchers. To address a lack of relevant research, the effects that consumer characteristics (i.e. external locus of control and collectivism) and social influence factors (i.e. environmental visibility and subjective norms) exert on green purchasing intentions are investigated in this study. The paper aims to discuss these issues. Design/methodology/approach – Data were collected through a quantitative online survey of 1,866 participants in Taiwan, and structural equation modeling (SEM) was used to analyze the data. Findings – The results show that although an external locus of control exerted a negative effect on consumers’ green consumption intentions, collectivism values exerted a positive influence. In addition, both environmental visibility and subjective norms exerted a significant effect on green purchasing intentions. Originality/value – Consumer characteristics and social influence factors were integrated into g...

Shopping centre customer service: creating customer satisfaction and loyalty

Abstract: Purpose – The purpose of this paper is to analyse customer service effects in creating satisfaction and loyalty. The other antecedents of satisfaction and loyalty such as perceived value and service quality were not analysed in this research. Design/methodology/approach – Exploratory factor analysis was used to classify customer service items. Confirmatory factor analysis was not applied because of there was not any significant theory based on the classification of shopping centre customer service (SCCS). The research model was developed to show the relationships and the effects of customer service which were tested through multiple regression analyses. Findings – As a result of findings, customer service variables were classified into eight factors. Only four of them had effects on satisfaction and loyalty. The findings indicated that customer services had effects on customer satisfaction and loyalty. It was shown that “customer services about atmosphere (CSA)” affected both satisfaction and loyalty wher...

The antecedents of satisfaction and revisit intentions for full-service restaurants

Abstract: Purpose – The purpose of this paper is to identify the antecedents of satisfaction and revisit intentions for full-service restaurants. The economic crisis is known to have had a deep impact on consumer behavior with regards to restaurants and this study is primarily focussed on exploring the effects on the traditional antecedents of satisfaction and revisit intentions as full-time restaurants attempt to reposition their offer. Design/methodology/approach – The study involved 218 respondents who were guests of full-service restaurants. In terms of statistical analyses, confirmative factor analysis was used to test the suitability of the proposed model for measuring satisfaction and revisit intentions, while structural equation modeling was employed to analyze the relationship among variables of the conceptualized model. Findings – The results confirmed the significant impact of atmosphere and quality of interaction on guest satisfaction. It was interesting to notice that perceived price has no statistical...

What drives the customer of world's largest market to participate in value co-creation?

Abstract: Purpose – The purpose of this paper is to explore the drivers of customer participation for value co-creation among bottom of the pyramid (BOP) customers. In addition, the difference, if exists, between the perception of customer and marketers belongs to this segment about the drivers of customer participation is also studied. Design/methodology/approach – Qualitative study has been conducted to investigate the drivers of customer participation for value co-creation in BOP market. Data collection are done through in-depth interviews from BOP customers and marketers. Spearman rank correlation is used to find out the relationship between the BOP customers and marketers responses. Findings – The findings enrich understanding of value co-creation in the BOP market by suggesting the various drivers that instigate BOP consumers to participate in value co-creation activities. The study also shows a strong relationship between the customers and marketers perspective on what drives BOP customers to participate in ...

Knowledge sharing and competitive intelligence

Abstract: Purpose – This research excursion through shipping companies in Vietnam sought to investigate whether organizational culture, ethics, and emotional intelligence influence knowledge sharing, which in turn enhances competitive intelligence scanning This paper aims to discuss the above issue Design/methodology/approach – In total, 401 responses returned from self-administered structured questionnaires relayed to 635 middle level managers were processed through structural equation modeling approach to test hypotheses Findings – Knowledge sharing was proved to positively relate to clan, market, or adhocracy culture, ethics of care, and high level of emotional intelligence Knowledge sharing also shows a positive effect on competitive intelligence scanning Originality/value – For competitive intelligence scanning to be effective, knowledge should be shared among organizational members, which necessitates the three building blocks: supportive knowledge sharing culture (clan, market, or adhocracy culture), et

Impact of country of origin and word of mouth on brand equity

Abstract: Purpose – The purpose of this paper is to explore the effect of the image of country of origin (COO) and word of mouth (WOM) toward brand equity (BE). Design/methodology/approach – Questionnaire was deployed to collect data. Prior to data collection, validity, and reliability tests were performed. Valid and reliable questionnaire was distributed to car customer in Jabodetabek region. It was succeeded to distribute 389 questionnaires and completely filled up by respondents. Structural equation modeling further was deployed to analyze the data. Findings – COO and WOM significantly influence BE indirectly thorough BE dimensions. WOM exhibited stronger influence toward BE. The influence of COO and WOM toward BE dimension was also investigated. WOM showed stronger influence toward BE dimension, in descending order are brand loyalty (BL), brand association (BAS), perceived quality (PQ), and brand awareness (BA). COO showed weaker influence and different order, in descending order are BA, PQ, BL, and BAS. Origin...

Product innovation and cause-related marketing success

Abstract: Purpose – The purpose of this paper is twofold. First, the authors aim to identify all the product- and brand-related factors that promote cause-related marketing (CRM) success. The second part of this research aim is, to undertake a product innovation theory application into the context of CRM, examine the degree and nature of its theoretical and practical consonance, and develop an integrated conceptual framework for CRM success. Design/methodology/approach – The paper is conceptual and incorporates and interrelates the findings of existing CRM research as applied within the context of corporate social responsibility (CSR). Specifically this paper accumulates the state of prior wisdom on CRM success through the identification of several product- and brand-related success factors, based on a systematic review of the literature. In doing so, it introduces the concept of product innovation as a CRM success factor and integrates those distinct fields into a conceptual framework. Findings – The authors devel...

Pro-Environmental Purchasing Behaviour during the economic crisis

Abstract: – Examination of Pro-Environmental Purchasing Behaviour (PPB) and its potential components. Investigation of the number and the size of relevant consumer segments. Determining the factors able to describe the segment of frequent pro-environmental purchasers. This paper aims to discuss these issues. , – Investigation of PPB as a total multi-item variable. Disclosure of the PPB components. Examination of the Purchase component and disclosure of its clusters. Focus on the cluster of frequent purchasers. Estimation of the demographic, attitudinal and psychographic variables able to describe and predict these consumers. , – Two components of PPB were found, namely Conservation (high consumer engagement in this) and Purchase (low consumer engagement in this). Inside the Purchase component of PPB three clusters were found, indicating, respectively, low, average and relatively high consumers’ involvement. Consumers in Cluster 3 (frequent pro-environmental purchasers) are fewer than in the past. They were found to be negatively influenced by environmental unconcern attitudes and Materialism, while they were positively affected by locus of control over politics and Universalism. , – No demographic profile of frequent purchasers. Geographical area limited (a potential) generalisation of results. Social desirability effect. Future research with reference to evolutions in pro-environmental post-purchasing or non-purchasing behaviours during the years of economic crisis. , – Fewer consumers would buy ecological products if these were not comparable enough with the conventional products in terms of price and efficacy. , – First effort to explore the impact of the economic crisis on PPB in Greece. Encompassed new categories of ecological products. Revealed two components inside PPB (Purchase and Conservation) as well as number and size of consumer segments inside the Purchase component. Formulation of a partial profile of the frequent pro-environmental purchasers. Impact of Universalism on PPB was for the first time examined.

Unwrapping senior consumers’ packaging experiences

Abstract: Purpose – The purpose of this paper is to investigate the experiences of older consumers with a range of product packaging. Design/methodology/approach – The study uses qualitative diary research (QDR). Ten seniors recorded all their experiences with packaging over a two-week period. Using a frame narrative that views ageing as multidimensional, diary entries uncover rich data that goes beyond physical age-related issues. Findings – In addition to physical problems with packaging, older adults experience psychological frustration and feelings of alienation. Social implications of dependence on others are also discovered, despite many being purchasers of up-market luxury products. Research limitations/implications – The study is exploratory and due to its qualitative methodology findings cannot be generalised to the wider population. Nevertheless it provides a starting point for future research into packaging and senior consumers. Practical implications – The study has implications for all managers who par...

The emotional dimension of the consumption of luxury counterfeit goods: an empirical taxonomy

Abstract: Purpose – The purpose of this paper is to develop a consumer taxonomy based on experienced emotions during non-deceptive counterfeit consumption situations, which could be useful for public policy makers, marketers, and anti-counterfeiting service providers trying to devise strategies so as to inhibit the problem of counterfeit consumption. Design/methodology/approach – The paper is based on a questionnaire survey/analysis of a sample of 312 randomly selected consumers. Surveys were administrated individually to consumers, through personal contact by the study authors. Data analysis was conducted in three steps: first, descriptive analyses; second, analysis of variance; and third, hierarchical cluster analysis. Findings – Results suggest that during non-deceptive counterfeit consumption situations, consumers experience complex emotions including both positive and negative affect. Furthermore, four different subgroups of consumers experienced relative specific but different emotional reactions. Research li...

Managing relationship marketing in the food service industry

Abstract: Purpose – The purpose of this paper is to propos a new measuring instrument for relationship marketing which is uniquely designed for the foodservice industry. In particular, the underlying dimensions of relationship marketing as perceived by customers are identified, and strategies for the enhancement of relationship marketing program are put forward. Design/methodology/approach – The proposed 31-item instrument has been empirically tested for unidimensionality, reliability and validity using both exploratory and confirmatory factor analysis Findings – A factorial analysis suggests that relationship marketing is a multidimensional construct consisting of four key dimensions namely communication, trust, empathy and commitment. Practical implications – Communication emphasizes the necessity to communicate in understandable way; trust refers to the ability to inspire confidence; empathy stresses on the importance of exhibiting sympathy and reassurance; and commitment describes the desire to provide excellen...

Consumer perceptions of cobrands : the role of brand positioning strategies

Abstract: Cobrands (or brand alliances) are increasingly popular as a viable strategic option for commercial success. Yet the impact of perceptions towards the parent brands’ positioning strategies on consumer evaluation of the cobrands has not been investigated so far. Our study examines the role of positioning strategies in consumer evaluation of cobrands. Employing an experimental design, we create three cobranding scenarios in different product categories (tablets, cosmetics and smart phones). The data are collected via structured questionnaires resulting in 160 valid responses. In line with the conceptual model and research objectives, consumer evaluation of cobrands is tested in relationship to the prior positioning of the parent brands, product fit and brand fit. The results confirm brand positioning as a robust indicator of consumer evaluation of cobrands. Our finding suggests that post-positioning strategies of parent brands are influenced by positioning of the cobrand, which in turn is influenced by the positioning of the parent brands in the alliance. Parent brands were found to ‘adopt’ the positioning perception of its partner. The findings have managerial implications for designing appropriate positioning strategies for cobrands. The study identifies a number of further research areas. Keywords: brand positioning, brand alliances, quasi-experimental design, brand fit, product fit

Customer engagement planning emerging from the individualist-collectivist’-framework: An empirical examination in China and UK.

Abstract: Purpose – Today marketers operate in globalised markets, planning new ways to engage with domestic and foreign customers alike. While there is a greater need to understand these two customer groups, few studies examine the impact of customer engagement tactics on the two customer groups, focusing on their perceptual differences. Even less attention is given to customer engagement tactics in a cross-cultural framework. In this research, the authors investigate customers in China and UK, aiming to compare their perceptual differences on the impact of multiple customer engagement tactics. Design/methodology/approach – Using a quantitative approach with 286 usable responses from China and the UK obtained through a combination of person-administered survey and computer-based survey screening process, the authors test a series of hypotheses to distinguish across-cultural differences. Findings – Findings show that the collectivists (Chinese customers) perceive customer engagement tactics differently than the ind...

Market orientation in Islamic banks – a qualitative approach

Abstract: Purpose – The purpose of this paper is to explore the nature of market orientation that exists in the Islamic financial institutions. The study further aims at identifying the antecedents and consequences of such market orientation. Design/methodology/approach – Considering the explorative nature, the study uses qualitative research approach, collecting data in words using in-depth interview technique, drawing sample from Islamic financial institutions of both Bangladesh and United Arab Emirates. Data were coded and categorized using inductive reasoning method and similar responses were identified from a prepared data matrix. The results were presented in a narrative way using simple frequency for the agreements and disagreements of respondents considering “street language” without being mediating the meaning of the responses. Findings – A different nature of market orientation called Islamic market orientation has been identified by the results of the study. The study identifies five elements (orientatio...

Luxury brand commitment: a study of Chinese consumers

Abstract: Purpose – The purpose of this paper is to assess brand commitment levels demonstrated by luxury brand consumers in China and seeks to identify the most significant combination of antecedents from brand affect, image, value and trust. Design/methodology/approach – A self-completion, researcher-supported questionnaire was disseminated within four Beijing shopping malls, generating 501 participants. The questionnaire comprised a range of scale sets covering brand affect, image, value, trust and commitment. The analysis comprised a summary overview of brand attainment followed by a substantive analysis involving confirmatory factor analysis and structural equations modelling to identify the most significant combination of antecedents relating to brand commitment. Findings – Regarding absolute consumer endorsement, brand affect was the most positive area, with image, trust and value representing relatively positive brand attributes. Declared commitment was relatively low, representing a potential commercial ch...

Leveraging the power of online social networks: a contingency approach

Abstract: Purpose – The purpose of this paper is to examine online community loyalty through an extension of the theory of planned behaviour by incorporating motivational drivers of enjoyment and compatibility and the moderating role of consumer traits. Design/methodology/approach – Data were collected using an online survey of 382 Facebook users in Malaysia. Structural equation modelling was used to assess the hypothesised relationships. Findings – Findings reveal that individuals’ attitude towards social network usage is associated with three factors: social influence, compatibility and enjoyment; attitude and usage behaviour are the determinants of online community loyalty. In addition, moderating effects are found in innovativeness and social network user experience. Research limitations/implications – Generalisation of the results to other contexts or populations should be made with caution given the study's focus on Facebook and its use of non-probability sampling. Future research can cross-validate or extend...

Consumers' willingness to pay for ethical attributes

Abstract: Purpose – In recent years, there has been a big increase in the use of ethical attributes as marketing appeals. The purpose of this paper is to examine consumers’ willingness to pay for three selected ethical attributes, namely “Organic”, “Recyclable Packaging” and “Fairtrade” in monetary terms. Design/methodology/approach – A modified choice-based experimental design with manipulation of the key constructs was used to estimate the mean value of how much consumers are willing to pay for the selected attributes attached to a box of premium chocolates. The results are based on the responses of a total of 208 consumers. Findings – Of the three attributes, “Recyclable Packaging” has the strongest influence on the purchase decision, although this attribute generates the least additional value. The aggregated result shows that although consumers are willing to pay more for the product with ethical attributes than the one that is without, still around a half of them are not willing to pay more. In terms of demog...

Store personality and consumer store choice behaviour: an empirical examination

Abstract: Purpose – The purpose of this paper is to explore the influences of store attributes on store personality dimensions across different consumer segments. Subsequently, the study examines impact of store personality dimensions on consumer store choice behaviour. Design/methodology/approach – A mall-intercept survey was undertaken using a systematic sampling of department store shoppers of age 18 years and above in Kolkata, a metropolitan city of India. Questionnaire was used to collect data from busy shopping malls or centres located in different places of Kolkata. Multiple regression analysis is used to examine the objectives of this study. Findings – Results revealed that different sets of store attributes positively affect the various store personality dimensions differently across the segments. The study also found the positive impacts of store personality dimensions on consumer store choice behaviour. Originality/value – Arguably, this study is the first to explore the link between store attributes and...

Attitudinal, personal, and job-related predictors of salesperson turnover

Abstract: Purpose – To contribute to the understanding of how to manage turnover, the purpose of this paper is to determine if sales managers have the ability to predict high levels of propensity to leave (PL) from variables readily available in personnel records, and on commonly used employee surveys. Design/methodology/approach – The data used for the analysis of the study variables were collected from the sales forces of a total of ten firms across a variety of consumer and industrial product categories, resulting in a sample of 604 respondents. Data were analyzed via multiple discriminant analysis. Findings – The analysis and test results demonstrate that discriminant sets of attitudinal variables, personal characteristics, and aspects of the job can be identified and used to establish meaningful classifications of a salesperson's PL. Organizational commitment, satisfaction with pay, family status, job involvement, level of education, and compensation plan were all found to be significant. Analysis fails to sup...

Location sharing on social networks: implications for marketing

Abstract: Purpose – The purpose of this paper is to explore the emerging motives behind check-in and location sharing of consumers on social network sites (SNSs). A theoretical model for the emergent motives of check-in behavior is proposed, and implications of location sharing for consumer behavior and marketing are discussed. Design/methodology/approach – Data were collected from a convenience sample of 32 respondents, comprising a representative sample of location-based SNS users. In total, 217 unique check-ins, locations, and motives were analyzed, and seven emergent motives were identified through content analysis. Findings – This paper identified the key motives behind check-in behavior, including social-enhancement value, informational and social motivation, entertainment value, gameful experiences, utilitarian motivation, and belongingness. Social-enhancement value is the most frequently cited motive, driven mainly by the selective self-presentation efforts of respondents. Gameful experiences are a newly em...

Family business internationalisation through a digital entry mode

Abstract: Purpose – The purpose of this paper is to contribute to the emerging literature stream of family business (FB) internationalisation. Its purpose is twofold: first, to provide empirical evidence on the motives, facilitators and obstacles and second, to understand different pathways and entry modes of FB internationalisation. Design/methodology/approach – The authors employ a multiple case study design that draws on various sources of data and examines eight Greek companies in the apiculture sector. Findings – The case study evidence brings to the fore the existence of various motives, facilitators and obstacles to FB internationalisation in Greece. Moreover, it fleshes out the “e-born global” FB that employs a digital entry mode and heavily relies on new technologies in order to identify international opportunities and reduce information asymmetries in foreign markets. Such an entry mode allowed the investigated firms to achieve a speedy entry to foreign countries and compete in geographically distant mark...

Artificial neural networks: a tool for understanding green consumer behavior

Abstract: Purpose – The purpose of this paper is to study the usefulness of neural network to explain the gap between behavior intention and actual behavior in the consumption of green products. The paper draws the base from theory of planned behavior (TPB) and social dilemma theory. Design/methodology/approach – Artificial neural networks were used to analyze the data. A survey instrument was developed to understand the behavior pattern of customers while purchasing energy-efficient products. The outputs and input variables were identified and the input variables were divided into binary and discreet inputs. Findings – The research attempts to identify the factors that drive as well as avoid green consumerism. It also details the measures that can be adapted to address the social dilemma of green consumerism. In general the paper identifies with the literature in eliciting that environmental consciousness does not drive green consumerism. Research limitations/implications – The results of the study have important ...

Impact of firm ' s reputation and ethnocentrism on attitude towards foreign products

Abstract: Purpose – The purpose of this paper is to study the impact of firm ' s reputation and ethnocentrism on young consumer ' s attitude toward products with foreign origin. Design/methodology/approach – To attain the above objective “Mixed Method Approach” is employed. In the present study mixed method research is proposed by integrating qualitative and quantitative technique for data analysis for better breadth and depth of understanding. Findings – Reputation of the firm is found to have a significant impact on young consumers as it minimizes animosity and develops positive attitude toward products with foreign origin. Research limitations/implications – To collect data from the respondents vignettes/story boards were used which led to certain manipulation and hence it could be a limitation. Practical implications – The findings will be useful for the marketers to design their positioning strategies more specific to their target segments for better results. Originality/value – The present study made two sign...

Consumer confusion proneness: insights from a developing economy

Abstract: Purpose – The purpose of this paper is to examine young consumers’ general tendency to become confused and its effect on the word of mouth, trust, and consumer satisfaction in Indonesia – the largest smartphone market in Southeast Asia. Design/methodology/approach – A combination of convenience and purposive sampling were used to select the sample of young adults in Daerah Istimewa Yogyakarta (DIY), Indonesia. Findings – The results confirm that consumer confusion proneness comprises three dimensions; similarity confusion, overload confusion, and ambiguity confusion among young consumers in the smartphone market. Furthermore, each dimension has different consumer behavioural implications. Practical implications – In the context of Indonesia and when targeting young consumers, companies should focus on defining unique product features instead of simply imitating competitor offerings, because similarity confusion negatively affects consumer trust. Moreover, managers should consistently emphasize unique and ...

Evaluating the performance of destination marketing systems (DMS): stakeholder perspective

Abstract: Purpose – Destination marketing systems (DMS) represent a vital inter-organisational information system (IOIS) for supporting the collaborative e-marketing strategies of tourism firms and the competitiveness of tourism destinations. However, many DMS have failed to deliver the expected outcomes, while the performance measurement of DMS has not been thoroughly investigated in the literature so far. The study synthesises research from the fields of DMS, IOIS and collaborative practices for investigating the perceptions of various tourism DMS stakeholders about the evaluation of DMS performance. The paper aims to discuss these issues. Design/methodology/approach – The study conducted a nation-wide survey for measuring the perceptions of various tourism DMS stakeholders in Greece about the importance of the roles that DMS should serve as well as the items that should be used for measuring the performance of these DMS’ roles. Findings – The findings showed that the public and private stakeholders held differen...

The impact of cultural sensitivity and information exchange on relationship quality

Abstract: Purpose – The purpose of this paper is to investigate the mediating roles of cultural sensitivity and information exchange in the impact of market orientation on relationship quality. Design/methodology/approach – Using a survey data set collected from a systematic sample of 297 Vietnamese exporters, the authors tested a model that depicts the direct and indirect effects of market orientation on relationship quality. Findings – The authors found that market orientation has both direct and indirect effects, mediated by cultural sensitivity and information exchange, on relationship quality. Research limitations/implications – A major limitation of this study is the investigation only one side of the dyad, the exporter. Future research should use data collected from two sides of the dyad, the exporter and the importer. Practical implications – The results of this study suggest that, exporters, who want to maintain high quality relationships with importers, should adopt a market-oriented strategy to enhance t...