Competitive intensity as a moderator of trust commitment relationships and of their linkages with export performance
The purpose of the study is to provide new insights into the links between trust commitment, trust export performance and commitment export performance by examining whether competitive intensity moderates the relationships. 185 survey responses obtained from Bangladeshi readymade garments exporters was used. The dataset was analysed in WarpPLS 3.0. Our findings suggest that competitive intensity has a strong moderating effect on trust commitment and commitment export performance relationships. Furthermore, in congruence with previous researches, this study confirms the existence of strong positive relationships between trust commitment, trust export performance and commitment export performance. The study has implications for export marketing managers and researchers with respect to managing cross border export import relationships categorised by trust, commitment and export performance.