Investigation of the effect of customer Orientation on the export performance of companies exporting home appliances: Betting on Trust, Communication and Behavioral Commitment by Bayesian Method

Studies in the field of export performance show that the investigation of export performance reveals a wide range of factors affecting export performance and corporate success. On the other hand, the customer-Orientation consists of a set of capabilities that are not easily replicable and can provide a long-term competitive advantage for the companies. This study investigate the effect of customer Orientation on the export performance of companies exporting home appliances, which considering trust, communication and behavioral commitment as a mediator. In this regard, a questionnaire with 38 questions was sent to all identified companies. In this research, due to the non-normality of data and small sample size, Bayesian structural analysis method was used and the method of estimating the parameters in the structure is generalized least squares error method. The results of the analysis of 146 questionnaires obtained using Bayesian Structural Analysis showed that all three variables of trust, communication and behavioral commitment influenced the relationship between customer-orientation and export performance. Results suggest manager to use trust, behavioral commitment, and communication to develop customer orientation and enhancing firm’s export performance.