Relationship Marketing in China: Guanxi, Favouritism and Adaptation  

Oleh:

Wong, Y. H. ; Chan, Ricky Yee-Kwong

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Business Ethics vol. 22 no. 2 (Nov. 1999), page 107-118.
Topik: Relationship Marketing; China

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: BB27.39 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

One of the hot research topics today is relationship marketing. However, little research has been carried out in understanding the complex concepts of Guanxi (relationship) in a Chinese society. This research describes a study to operate the constructs of guanxi and explores the importance of guanxi in relationship development in order to present a new Guanxi framework. A study of both Western and Chinese literature provides foundations of the Guanxi perspectives. The constructs of adaptation, trust, opportunism and favour are identified. Adaptation and trust are found to be positively correlation is negatively correlated with relationship termination costs. Both theoretical framework (a new perceptual map) and managerial implications are given. In addition, recommendations for future research are made.

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