Purpose – To explore the perceived attributes of export information quality provided by export assistance sources, in order to provide some guidelines for how these information suppliers can improve the quality of their offered information. Design/methodology/approach – Twelve in‐depth personal interviews of export managers were used as the data collection method. The setting selected for this research is the Norwegian seafood industry, which mainly consists of a number of small and medium‐sized firms with a strong export dependency, and thus well positioned to address export‐specific issues. Findings – Four service aspects are important: reliability (delivery within agreed deadline), responsiveness (rapid feedback and good communication flow), assurance (credibility and honesty) and empathy (able and willing to serve individual needs). Six aspects related to outcome are important: form and comparability (concrete, specific, precise, comparable and up‐to‐date), infrastructure (distribution, logistics and storage), general marketing (economics, trends and culture), specific marketing (detailed information regarding, e.g. price fluctuations, consumer preferences, distributor assessments, credit valuation), production/supply (volumes, quotas and availability) and regulatory framework (customs, market access and regulations). Research limitations/implications – These findings are not fit for generalizing purposes and future research could test these results in a quantitative study. Further, the effect of other variables such as firm size and export experience could be examined and linked with different dimensions of export market information use. Practical implications – Suggestions for providers of export information on how to improve the process of supplying information to exporters and the type of information needed by exporters and how exporters can influence this process and results are provided. Originality/value – This paper identifies attributes of export information quality as perceived by exporters and thus enables subsequent information quality measurements and information quality improvements.
