Open AccessNexus between relationship marketing and export performance of readymade garments exporting firms
Author(s) -
Khalid Jamil,
Dunnan Liu,
Aliya Anwar,
Muhammad Waqas Rana,
FIZA AMJAD,
Mingguang Liu
Publication year - 2021
Publication title -
industria textilă
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.281
H-Index - 14
ISSN - 1222-5347
DOI - 10.35530/it.072.06.202028
Subject(s) - export performance , nexus (standard) , clothing , business , marketing , sample (material) , export marketing , relationship marketing , international marketing , marketing management , industrial organization , engineering , political science , chemistry , chromatography , embedded system , law
he aim of this study to find out the impact of relationship marketing on export performance in readymade garmentsexporting firms of Pakistan. There is also the aim to find the mediating impact of trust between the relationship ofrelationship marketing and export performance. The present study aims to fill the existing gap in the literature which hasbeen neglected in the previous studies. Data was collected from the managerial staff of readymade garments exportingfirms and apply multiple linear regression. After the analysis of collected data, it was found that all the components ofrelationship marketing used in the study have positive and significant impact on export performance. It was also foundthat trust partially mediated the relationship of relationship marketing and export performance. At the end researchersrecommended that this model can be used with more mediators and enhancing the sample size. It was alsorecommended to the management of exporting firms that they should more emphasize on trust to improve its exportperformance to different countries.