The Relationships among Guanxi, Relationship Marketing and Customer Loyalty
碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 101 === The word "Relationship" in Chinese culture has rich and diverse meanings, and its concept is different from that in Western society. The international academic community even translates "relationship” into “Guanxi," based on its Chinese pr...
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ndltd-TW-101TKU051210552015-10-13T22:35:34Z http://ndltd.ncl.edu.tw/handle/97114888757576464846 The Relationships among Guanxi, Relationship Marketing and Customer Loyalty 關係、關係行銷與顧客忠誠度關聯性之研究 Yi-Hsien Liu 劉誼賢 碩士 淡江大學 企業管理學系碩士在職專班 101 The word "Relationship" in Chinese culture has rich and diverse meanings, and its concept is different from that in Western society. The international academic community even translates "relationship” into “Guanxi," based on its Chinese pronunciation. In recent years, as China has arisen in the global economic arena, many international companies doing business in China found “Guanxi” plays a vital role in determining the success of commercial activities, and that “Guanxi” is closely connected with human relations. Therefore, the academic field is very concerned about China''s commercial personal relationships, for they play important roles in reducing the uncertainty of enterprises, in improving the supply capacity, response capabilities and business performance, and it will also help to reduce the opportunistic behaviors between enterprises and providers, influencing gray marketing behavior. In relationship-oriented Chinese society, how to create and use both personal and business relationship is very important. However, in empirical studies, previous researchers only used connection bonds to analyze relationship effects, and rarely did they make connections between “Guanxi,” “Relationship Marketing” and “Customer Loyalty.” Owing to this, this study targets on the general public who have the experience of opening an account in financial markets or commodity exchanges. Three hundred and forty questionnaires were distributed, with 308 valid. By applying descriptive statistics, validity analysis, and reliability analysis, partial least square method, the major findings are as follows: 1. Guanxi has a positive impact on Relationship Marketing. 2. Relationship Marketing has a positive impact on Customer Loyalty. 3. Guanxi has a positive impact on Customer Loyalty. Kun-Shan Wu Chi-Hsiang Chen 吳坤山 陳基祥 2013 學位論文 ; thesis 62 zh-TW |
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碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 101 === The word "Relationship" in Chinese culture has rich and diverse meanings, and its concept is different from that in Western society. The international academic community even translates "relationship” into “Guanxi," based on its Chinese pronunciation. In recent years, as China has arisen in the global economic arena, many international companies doing business in China found “Guanxi” plays a vital role in determining the success of commercial activities, and that “Guanxi” is closely connected with human relations. Therefore, the academic field is very concerned about China''s commercial personal relationships, for they play important roles in reducing the uncertainty of enterprises, in improving the supply capacity, response capabilities and business performance, and it will also help to reduce the opportunistic behaviors between enterprises and providers, influencing gray marketing behavior. In relationship-oriented Chinese society, how to create and use both personal and business relationship is very important.
However, in empirical studies, previous researchers only used connection bonds to analyze relationship effects, and rarely did they make connections between “Guanxi,” “Relationship Marketing” and “Customer Loyalty.” Owing to this, this study targets on the general public who have the experience of opening an account in financial markets or commodity exchanges. Three hundred and forty questionnaires were distributed, with 308 valid. By applying descriptive statistics, validity analysis, and reliability analysis, partial least square method, the major findings are as follows:
1. Guanxi has a positive impact on Relationship Marketing.
2. Relationship Marketing has a positive impact on Customer Loyalty.
3. Guanxi has a positive impact on Customer Loyalty.
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author2 |
Kun-Shan Wu |
author_facet |
Kun-Shan Wu Yi-Hsien Liu 劉誼賢 |
author |
Yi-Hsien Liu 劉誼賢 |
spellingShingle |
Yi-Hsien Liu 劉誼賢 The Relationships among Guanxi, Relationship Marketing and Customer Loyalty |
author_sort |
Yi-Hsien Liu |
title |
The Relationships among Guanxi, Relationship Marketing and Customer Loyalty |
title_short |
The Relationships among Guanxi, Relationship Marketing and Customer Loyalty |
title_full |
The Relationships among Guanxi, Relationship Marketing and Customer Loyalty |
title_fullStr |
The Relationships among Guanxi, Relationship Marketing and Customer Loyalty |
title_full_unstemmed |
The Relationships among Guanxi, Relationship Marketing and Customer Loyalty |
title_sort |
relationships among guanxi, relationship marketing and customer loyalty |
publishDate |
2013 |
url |
http://ndltd.ncl.edu.tw/handle/97114888757576464846 |
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