The role of satisfaction, trust and contractual obligation on long-term orientation

In light of the uniqueness associated with collective cultures of China and emerging economy markets, this study contributes to the extant literature by examining the moderating role of national culture on the relationship between satisfaction, trust and legal contract and their respective impact on long-term orientation. Our findings reveal that although satisfaction has an influence on long-term orientation, different pathways exist among Western and Chinese managers. In addition, while an interacting effect between trust and contract determines long-term orientation among Western managers, no such moderating effect is evident among the sample of Chinese managers. Several theoretical and managerial implications are extracted and directions for future research provided.