How do relational variables affect export performance? Evidence from Malaysian exporters

Purpose: The purpose of this paper is to analyze the influences of relational variables on export performance and the interactions among relational variables in the emerging market context of Malaysia. Design/methodology/approach: The study used a mail questionnaire sent to Malaysian companies that export to Arab-speaking countries and achieved a response rate of 27.92 percent, resulting in a sample of 106 exporters. Findings: The results of the path analyses indicate a positive impact of relational variables (adaptation, cooperation and communication) on export performance. However, the authors found that the impact was mediated by trust and commitment, rather than being direct. Research limitations/implications: The findings suggest that the impact of relational variables on export performance is complex and indirect. Mediators and moderators play important roles in this relationship. Practical implications: Firms should invest in export relationships with the aim of building trust and commitment, which are the primary factors that affect export performance. Originality/value: The authors have shed light on the way relational variables affect export performance. Moreover, this study contributes to a better understanding of small emerging markets, which are poorly represented in studies in this field.