The impact of cultural sensitivity and information exchange on relationship quality

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.