The growing significance of Asia in global trade has meant that service organizations within the region need to build robust relationships with customers that may reside in nations with different socio-cultural backgrounds. This paper draws on the theories of social exchange and social capital to examine how Indonesian service providers build B2B relationships with their Asian customers in the region, when the customers are from non-Islamic nations. This study used a survey to collect its primary data. Data from 312 Indonesian firms revealed that Asian cultural-specific concepts of religiosity not only had a positive impact on transactional and relational psychological contracts, but also dampened psychological contract breaches. Only relational psychological contracts had a positive effect on relational capital and relational wellbeing, despite transactional contracts being intrinsic to these relationships. Relational capital helped to reduce psychological contract breaches and improve relationship wellbeing, whereas psychological contract breaches reduced such wellbeing. Our findings significantly extend research on B2B service relationships and offer valuable managerial insights for service decision makers operating in Asia that involves B2B relationships between organizations with specific and different socio-cultural backgrounds.

亚洲在全球贸易中的重要性日益增加，这意味着该地区的服务组织需要与可能居住在具有不同社会文化背景的国家的客户建立牢固的关系。本文借鉴社会交换和社会资本的理论，研究了当客户来自非伊斯兰国家时，印度尼西亚服务提供商如何与该地区的亚洲客户建立 B2B 关系。本研究使用一项调查来收集其主要数据。来自 312 家印度尼西亚公司的数据显示，亚洲特定文化的宗教信仰概念不仅对交易和关系心理契约产生了积极影响，而且还抑制了心理契约违约。只有关系心理契约对关系资本和关系幸福感有积极影响，尽管交易合同是这些关系所固有的。关系资本有助于减少心理契约违约并改善关系幸福感，而心理契约违约减少了这种幸福感。我们的发现极大地扩展了对 B2B 服务关系的研究，并为在亚洲运营的服务决策者提供了宝贵的管理见解，这些决策者涉及具有特定和不同社会文化背景的组织之间的 B2B 关系。