Behavioural aspects of international buyer‐seller relationships: their association with export involvement

Abstract

This article reports the findings of a study investigating the association of the atmosphere governing buyer‐seller relationships in international markets with the company’s involvement in export business. Based on a sample of 100 export manufacturers from Cyprus, the study first classifies firms in three homogeneous groups using 15 clustering criteria of export involvement. It then identifies the underlying dimensions of ten behavioural factors describing the working relationship between exporters and their import customers. Finally, it traces differences in the relationship atmosphere according to the company’s involvement in export markets. Overall, the study revealed that the more a firm is involved in exporting, the more likely its relationships with overseas customers are to be characterized by greater resource and personnel commitment, more communication sufficiency, higher levels of cooperation, substantial partnership dependence, excessive levels of trust, and stronger feelings of satisfaction with both financial and behavioural performance. Certain theoretical and practical implications are derived from the study findings, as well as directions for further research.