The role of renqing in mediating customer relationship investment and relationship commitment in China

Autor:	Guicheng Shi, Matthew Tingchi Liu, Yi-Zheng Shi, Kim-Shyan Fam, Allan K. K. Chan
Rok vydání:	2011
Předmět:	Marketing Empirical research business.industry Relationship commitment Variance (accounting) Customer relationship management business Investment (macroeconomics) China Guanxi Relationship marketing
Zdroj:	Industrial Marketing Management. 40:496-502
ISSN:	0019-8501
DOI:	10.1016/j.indmarman.2010.12.005
Popis:	There is a growing research interest in guanxi marketing, which has been considered the Chinese version of relationship marketing. However, very little empirical research has investigated the implicit nature of renqing, the underlying mechanism that explains the cultivation and maintenance of guanxi. This study examines the role of renqing in mediating customer relationship investment and relationship commitment in the insurance industry. The authors surveyed 245 car insurance policyholders in China. The findings confirm the mediating role of renqing in such relationships and show that renqing explains a very high proportion of the variance in levels of customer relationship commitment. This result offers valuable insights and suggestions as to how to increase levels of customer relationship commitment in China.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::1ba7f37558fd91fcfa373249b4deb4f5 https://doi.org/10.1016/j.indmarman.2010.12.005 Zobrazit plný text záznamu Full Text from ScienceDirect