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| The Construction Mechanism of Remote Customer Trust from the Perspective of Overseas Customer Participation——A Double Case Study Based on Foreign Trade Enterprises MT and HG |
| XU Hui，DING Chao，WANG Yajun，ZHANG Chaomin |
| Nankai University, Tianjin, China |
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Abstract Based on the theory of internationalization process, this study discusses the construction mechanism of remote customer trust from the perspective of using overseas customer participation. Through the case studies of two foreign trade enterprises, the results show that remote customer trust includes cognitive trust and emotional trust, which focuses on long-term value and common vision; relationship commitment, overseas customer participation and absorption capacity are the key elements to build remote customer trust; enterprises use the interaction between overseas customer participation and absorption capacity to improve customer value and emotional relationship, and build remote customer trust; relationship commitment creates conditions for pushing or pulling overseas customer participation, and overseas customer participation provides opportunities for enterprises to absorb, digest, reconstruct or innovate the overseas customer knowledge, and absorption capacity improves the value creation level of enterprises and provides a reference for the enterprises to adopt further relationship commitments.
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Received: 27 February 2020
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