Importers' relationships with exporters: does culture matter?

A model is presented that explains how importers' perceptions of five aspects of their relationship with an exporter (trust, dependence, cooperation, satisfaction, and commitment) are related at any point in time. The structure‐conduct‐outcomes and relationship marketing literature in distribution channels provides the theoretical background for the model. Specifically, this study investigates whether a model based on studies carried out mainly in the US and in a Western setting applies in the Eastern setting of Korea. Further, whether differences exist in the relationship structures of importers when the exporters are from a similar cultures as opposed to dissimilar cultures is investigated. Results based on data from 198 Korean importers indicate that the model is supported. However, there are no differences in the relationship structures between exporters from similar and dissimilar cultures. Managerial implications, limitations, and recommendations for future research are also offered.