A temporal sequence model of satisfaction and export intentions of service firms

A large part of prior research about international performance involves a process of identifying the factors associated with enhanced performance. Such research addresses the relationship between past international strategy and performance. Stages-of-internationalization models, however, suggest that performance at a given stage has implications for the future behavior of exporting firms. Success at an early stage may move firms to more advanced stages. Conversely, failure at an internationalization stage may move firms to less advanced stages or to cease exporting altogether. The purpose of this inquiry is to draw upon for the first time, in a services marketing context, the customer satisfaction literature so as to examine the relationships between export performance, disconfirmation of prior expectations, satisfaction with export performance, the importance of exporting to the attainment of future firm goals, and future export intentions. Thus, it serves to further our understanding of the respective roles of export performance and expectations in determining service organizations’ future export plans.