Managing customer relationships in the emerging markets - guanxi as a driver of Chinese customer loyalty

Liane W. Y. Lee, Yiming Tang, Leslie S. C. Yip, Piyush Sharma

Research output: Contribution to journalArticleResearchpeer-review

Abstract

Guanxi, a social exchange mechanism built on mutual favors, is an integral part of Chinese culture and a necessary relationship management tool for businesses operating in the People's Republic of China (PRC). This paper uses the cognition-affect-conation trajectory to illustrate the subtle differences between guanxi approach and the conventional relationship marketing approaches on customer loyalty and word-of-mouth intentions. This process is mediated by calculative trust and affective attitude toward the service provider, while operationalizing the in-group identification construct to gauge in-group membership. Findings from a field-survey with Chinese retail-banking customers (N = 420) support most of the hypotheses. Besides extending relationship marketing literature by highlighting the need to incorporate unique aspects of different cultures (especially in the emerging markets), this paper also provides many useful managerial implications and directions for future research on phenomena similar to guanxi (e.g., "blat" in Russia, "wa" in Japan and "inhwa" in Korea).

LanguageEnglish
Pages356-365
Number of pages10
JournalJournal of Business Research
Volume86
DOIs
Publication statusPublished - May 2018

Fingerprint

Customer relationship
Guanxi
Customer loyalty
Emerging markets
Russia
Japan
Retail banking
Management tools
Trajectory
Relationship management
Integral
China
Cognition
Word-of-mouth
Chinese culture
Korea
Social exchange
Service provider

Keywords

  • Calculative trust
  • Customer loyalty
  • Guanxi
  • Relationship marketing
  • Social ties
  • Word-of-mouth

Cite this

Lee, Liane W. Y. ; Tang, Yiming ; Yip, Leslie S. C. ; Sharma, Piyush. / Managing customer relationships in the emerging markets - guanxi as a driver of Chinese customer loyalty. In: Journal of Business Research. 2018 ; Vol. 86. pp. 356-365.
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Managing customer relationships in the emerging markets - guanxi as a driver of Chinese customer loyalty. / Lee, Liane W. Y.; Tang, Yiming; Yip, Leslie S. C.; Sharma, Piyush.

In: Journal of Business Research, Vol. 86, 05.2018, p. 356-365.

Research output: Contribution to journalArticleResearchpeer-review

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