Abstract : Relationship marketing has become a central strategy for firms operating in international sales channels, where uncertainty, cultural distance, and opportunism pose significant challenges. This empirical study examines the role of relationship marketing practices in building trust and improving international sales channel performance. Primary data were collected from 389 respondents involved in international sales, exports, and channel management. Using reliability analysis, descriptive statistics, correlation, and regression analysis, the study finds that communication quality, commitment, cooperation, and relational bonds significantly influence trust, which in turn positively affects channel performance. Trust also plays a mediating role between relationship marketing practices and performance outcomes. The findings reinforce contemporary international marketing theories and provide actionable insights for managers seeking sustainable global channel relationships.
Keywords : Relationship marketing, trust, international sales channels, channel performance, global marketing
Cite : Wildan, M. A. (2026). Relationship Marketing and Trust Building in International Sales Channels (1st ed., pp. 147-153). Noble Science Press. https://noblesciencepress.org/chapter/nspebgtrdbaip2026ch-16
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