Organizational Drivers of Relationship Trust: An Investigation of Service Exporters

Abstract

Trust has been extensively researched in the business-to-business relationship marketing literature and is considered a critical factor in fostering optimal relationships between a firm and its business partners. However, research into determinants of inter-organizational trust in an international service setting has been very limited. This study investigates firm-specific drivers of relationship trust between service exporters and their overseas customers. The researcher collected data from 254 service exporters in Australia. Research findings indicate that international experience, management commitment, and resource commitment can significantly influence the level of trust in cross-border relationships between service exporters and their overseas customers. This research enriches both business-to-business relationship marketing and export marketing literature streams and has important implications for international business practitioners.