- The current work presents a relaxation analysis based procedure to identify effective material parameters of the multiaxial generalized Maxwell model (GMM) by a numerical homogenization of the microscopic dissipation energy density for anisotropic linear viscoelastic composites. The employed GMM enables the derivation of a thermodynamically consistent constitutive law and a function of the dissipation energy density for direction‐dependent viscoelastic materials. The identity of this energy function to the microstructure's homogenized dissipation energy density is utilized for the identification of effective relaxation times. Furthermore, the identified relaxation times enable a simple determination of the remaining stiffness parameters. Finally, the presented procedure is demonstrated and evaluated for a randomly endless fibre‐reinforced plastic with a polymer matrix exhibiting a significant viscoelastic behaviour.