Firm Drivers of Relationship Trust : The Case of Thai Service Exporters

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Araya Hongchindaket

Abstract

Managers have long known that relationships are important to business. Relationship trust is widely considered a critical factor in enhancing inter-firm relationship quality and performance. However, limited research attention has been invested in determinants of inter-firm trust in the context of service. This research investigates firm factors that drive relationship trust between service exporters and their overseas customers. The study employed in-depth interviews with 10 service exporters in Thailand. Research findings indicate that international experience and resource commitment can considerably influence the level of trust in cross-border interfirm relationships between service exporters and their overseas customers. This research highlights the importance of relationship marketing and export marketing literature.

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