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Purpose – As a relationship‐oriented culture, customer‐firm relationship plays an important role in consumer decision making process in China. Moreover, there are significant regional differences of Chinese consumers in terms of relationship proneness and its impact on relationship marketing outcomes. The purpose of this paper is to examine the differences of relationship proneness and its effect on relational satisfaction, relationship commitment and benefits between consumers from north and south of mainland China.Design/methodology/approach – Based on previous research and relationship marketing theories, a series of hypotheses were developed comparing the two populations on relationship‐related variables. Data were collected from two cities of China using survey method.Findings – Regional differences exist between the two groups of Chinese consumers in relationship proneness, commitment, trust, and relationship benefits perceptions. Gender differences also exist. Relationship proneness interacts with ... |
