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Enhancing International Buyer-Seller Relationship Quality and Long-Term Orientation Using Emotional Intelligence: The Moderating Role of Foreign Culture

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Abstract

Building on Emotion Regulation Theory, we examine the role of an exporter’s emotional intelligence (EI) in enhancing the quality and boosting the long-term orientation of the working relationship with its import buyers. Using data gathered from 262 Greek exporters, we confirm that the proper use of EI helps to improve trust, commitment, cooperation, and satisfaction in the relationship with their importers, which subsequently contribute to its long-term orientation. This favorable effect of EI on relationship quality dimensions is amplified when exporters deal with importers located in countries with cultures characterized by low power distance, low individualism, low masculinity, high uncertainty avoidance, and high (national) long-term orientation.

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Notes

  1. Long-term orientation is defined as the willingness of interacting partners to develop a long-term relationship, characterized by an emphasis on reaching future goals and a concern for current and future results (Ganesan 1994). As such, it has to do with a willingness to have a long-lasting relationship, concern for the outcomes of both interacting parties, and focus on long-term goals, concessions, and profitability (Ganesan 1994). This differs from commitment, which is defined as a desire to maintain a valued relationship with another firm (Gundlach et al. 1995; Moorman et al. 1992), as well as a belief that this relationship is important enough to make it worthwhile to work hard and make specific investments to maintain it (Anderson and Weitz 1992; Morgan and Hunt 1994).

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  1. School of Economics and Management, University of Cyprus, Kallipoleos 75, P.O. Box 20537, 1678, Nicosia, Cyprus

    Leonidas C. Leonidou

  2. Faculty of Business, Dokuz Eylül University, Kaynaklar Campus Buca, 35390, Izmir, Turkey

    Bilge Aykol

  3. School of Marketing and Communication, University of Vaasa, Wolffintie 34, 65200, Vaasa Tervahovi B313, Finland

    Jorma Larimo

  4. School of Economics and Business Administration, International Hellenic University Nea Moudania, Thermi, 57001, Thessaloniki, Greece

    Lida Kyrgidou

  5. Cyprus University of Technology, 30 Archbishop Kyprianos Str, 3036, Limassol, Cyprus

    Paul Christodoulides

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Leonidou, L.C., Aykol, B., Larimo, J. et al. Enhancing International Buyer-Seller Relationship Quality and Long-Term Orientation Using Emotional Intelligence: The Moderating Role of Foreign Culture. Manag Int Rev 61, 365–402 (2021). https://doi.org/10.1007/s11575-021-00447-w

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