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The impact of cultural sensitivity and information exchange on relationship quality

Trang T.M. Nguyen (International School of Business, University of Economics and Law, Ho Chi Minh City, Vietnam)
Tho Dinh Nguyen (International School of Business, University of Economics, Ho Chi Minh City, Vietnam and College of Business, University of Western Sydney, Sydney, Australia)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 30 September 2014

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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 the degree of cultural sensitization to as well as the level of exchange of information with their importers.

Originality/value

This study enhances the understanding of predictors of relationship quality in export markets by confirming the mediating role of cultural sensitivity and information exchange in the impact of market orientation on relationship quality.

Keywords

Acknowledgements

This research was funded by a grant from the UEH International School of Business, University of Economics Ho Chi Minh City, Grant No. UEH.ISB.12.002.

Citation

T.M. Nguyen, T. and Dinh Nguyen, T. (2014), "The impact of cultural sensitivity and information exchange on relationship quality", Marketing Intelligence & Planning, Vol. 32 No. 7, pp. 754-768. https://doi.org/10.1108/MIP-12-2012-0140

Publisher

:

Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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