Importers' Benevolence Toward Their Foreign Export Suppliers

Dong Jin Lee, M. Joseph Sirgy, James R. Brown, Monroe Murphy Bird

Research output: Contribution to journalArticlepeer-review

66 Citations (Scopus)


In this article, the authors report the development and testing of a model of importers' benevolence toward their foreign export suppliers. The model posits that an importer's satisfaction with and commitment to its relationship with a foreign export supplier will have a positive impact on the importer's benevolence toward that supplier, that an importer's benevolence positively influences relationship performance, and that the benevolence-performance link is moderated by relationship duration. The authors tested the model with a sample of U.S. importers who buy from foreign exporters. The results indicate that the importers' commitment to the relationship significantly influenced its benevolence; however, importers' satisfaction with the relationship did not significantly affect their benevolence. Importers' altruistic benevolence had a positive impact on performance in mature relationships but not in new relationships. Importers' mutualistic benevolence had a significant influence on performance regardless of relationship duration.

Original languageEnglish
Pages (from-to)32-48
Number of pages17
JournalJournal of the Academy of Marketing Science
Issue number1
Publication statusPublished - 2004 Dec

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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