Abstract
This study aims to examine the drivers and impact of et-moone on relational governance within B2B relationships in the Arab Asian region. Building on commitment and trust theory, this study proposes how et-moone could be driven by IT-enabled interactions during the COVID-19 pandemic. Data were collected using an online questionnaire survey from the food, pharmaceutical, detergent and sterilizer industries in Jordan and Saudi Arabia. A two-stage structural equation modelling approach was used to test the model. The results largely support the significant impact of et-moone predictors. A strong and significant relationship was also found between et-moone and relational governance. This study expands the theoretical horizon of et-moone by considering a new driver (i.e., IT-enabled interactions) and its consequences in terms of relational governance. The outcomes of the current study also make contributions for both practitioners and researchers who are interested in socio-cultural values (i.e., et-moone) in Arabic countries. An in-depth discussion on the above is presented in the subsections on theoretical and practical implications.
•Examining the impact of et-moone on the relational governance from the perspective of Arab Asian countries.•The proposed conceptual model is based on the commitment-trust theory of relationship marketing.•IT-enabled formal interaction, and IT-enabled informal interaction were also tested.•A strong and significant relationship was also found between et-moone and relational governance.