The Impact of Guanxi on Relationship Marketing Outcomes: An Integration of Guanxi, Relational Benefits and Loyalty

• Main Authors: Chan-Chien Chiu, 邱展謙
• Other Authors: Wenhai Chih
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/nat43h

博士 === 國立東華大學 === 企業管理學系 === 95 === In a relationship-oriented Chinese society, it is quite important concerning how to create and apply the relationship to individuals and organizations. “Guanxi” applied by the academic research aimed at distinguishing the special cognition between the concept of “Guanxi” to the Oriental society and that of “relationship” to the Western society. “Guanxi” has a profound influence over Oriental culture, and it is discussed in the areas of anthropology, sociology, and management. However, in the empirical research, the Guanxi effect is often measured by relationship tie. More complete and concrete measures are needed. The exploratory factor analysis and confirmatory factor analysis were executed to form the Perceived Guanxi. The constructs of the perceived Guanxi contain ethical codes, reciprocity, and renging-mianzi. Additionally, reciprocity significantly positive impact costomer loyalty and relational benfits can mediate the effect of reciprocity on costomer loyalty. Finally, the study also provides some suggestions for the management policies and academic implications for the future research.