Benevolence in the importer‐exporter relationship : Moderating role of value similarity and cultural familiarity

Purpose – This research aims to test a model that proposes potential antecedents and consequences of an importer's benevolence towards its foreign export supplier. The model posits that an importer's satisfaction with and commitment to its relationship with a foreign export supplier have a positive impact on its benevolence towards the exporter, which in turn positively influences the performance of the dyadic relationship. The model also suggests that the effect of the importer's relationship satisfaction on benevolence is moderated by value similarity and cultural familiarity. Design/methodology/approach – The model was tested through a mail survey of US importers who bought from foreign exporters. Findings – The results largely support the model. The findings of this study also indicate that the importer's relationship satisfaction has a significant influence on benevolence only when cultural familiarity is high. Practical implications – Strategic implications for international marketers are discussed. Originality/value – The model proposed has value for marketing professionals.