East meets West : toward a theoretical model linking guanxi and relationship marketing

Shaalan, Ahmed; Reast, Jon; Johnson, Debra; Tourky, Marwa E.

Abstract

This conceptual study critically examines the separate concepts of guanxi and relationship marketing, explores the differences between the two approaches, and proposes innovative linkages between them. Chinese guanxi develops relationships at the inter-personal level, whereas relationship marketing develops relationships at the inter-organizational level. Both concepts are well known, but a dearth of critical comparison remains in academic literature, even though evidence suggests that managers can use the linkages between the approaches to improve customer recruitment and retention. Through a critical review and synthesis of prior research on guanxi and relationship marketing, this study proposes a novel theoretical model that links guanxi and relationship marketing and develops theoretical and managerial implications of such linkages. As such, this study offers new and valuable insights and benefits for Asian firms, which employ only guanxi-type relationships.

Citation

Shaalan, A., Reast, J., Johnson, D., & Tourky, M. E. (2013). East meets West : toward a theoretical model linking guanxi and relationship marketing. Journal of business research, 66(12), 2515-2521. https://doi.org/10.1016/j.jbusres.2013.05.043

• Acceptance Date: Mar 1, 2013
• Online Publication Date: Jun 18, 2013
• Publication Date: 2013-12
• Deposit Date: Nov 13, 2014
• Publicly Available Date: Nov 13, 2014
• Journal: Journal of business research
• Print ISSN: 0148-2963
• Publisher: Elsevier
• Peer Reviewed: Peer Reviewed
• Volume: 66
• Issue: 12
• Pages: 2515-2521
• DOI: https://doi.org/10.1016/j.jbusres.2013.05.043
• Keywords: REF 2014 submission; Relationship marketing; Guanxi, Relationship investment; Retention; Theoretical model
• Public URL: https://hull-repository.worktribe.com/output/469784
• Publisher URL: http://www.sciencedirect.com/science/article/pii/S0148296313002348
• Additional Information: Authors' accepted manuscript of article published in: Journal of business research, 2013, v.66.