Exporters’ use of emotional intelligence to sustain quality relationships with foreign customers
Date Issued
2019
Abstract
Anchored on Emotion Regulation Theory (ERT), this study builds a model that conceptualizes the
associations among emotional intelligence, relationship quality, and long-term orientation in
Exporter-Importer business relationships. Using survey data collected from 262 Greek export
manufacturers, it was found that there is a positive impact of an exporter’s level emotional
intelligence on the quality (i.e., satisfaction, trust, cooperation, and commitment) of its relationship
with the importer buyer. These positive effects are stronger when foreign buyers are based in
countries characterized by high levels of uncertainty avoidance, but weaker in the case of importers
coming from cultures characterized by high levels of power distance, individualism, and masculinity.
Importantly, high levels of Exporter-Importer (E-I) relationship quality subsequently improve the
long-term orientation in the relationship. Various theoretical and managerial implications are
extracted from the study findings, as well as directions for future research.
associations among emotional intelligence, relationship quality, and long-term orientation in
Exporter-Importer business relationships. Using survey data collected from 262 Greek export
manufacturers, it was found that there is a positive impact of an exporter’s level emotional
intelligence on the quality (i.e., satisfaction, trust, cooperation, and commitment) of its relationship
with the importer buyer. These positive effects are stronger when foreign buyers are based in
countries characterized by high levels of uncertainty avoidance, but weaker in the case of importers
coming from cultures characterized by high levels of power distance, individualism, and masculinity.
Importantly, high levels of Exporter-Importer (E-I) relationship quality subsequently improve the
long-term orientation in the relationship. Various theoretical and managerial implications are
extracted from the study findings, as well as directions for future research.
Subjects
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