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

Guicheng Shi; Yizheng Shi; Allan K.K. Chan; Matthew Tingchi Liu; Kim Shyan Fam

doi:10.1016/j.indmarman.2010.12.005

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

Guicheng Shi^*, Yizheng Shi, Allan K.K. Chan, Matthew Tingchi Liu, Kim Shyan Fam

^*Corresponding author for this work

Research output: Contribution to journal › Journal article › peer-review

50 Citations (Scopus)

Abstract

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.

Original language	English
Pages (from-to)	496-502
Number of pages	7
Journal	Industrial Marketing Management
Volume	40
Issue number	4
DOIs	https://doi.org/10.1016/j.indmarman.2010.12.005
Publication status	Published - May 2011

Scopus Subject Areas

Marketing

User-Defined Keywords

Guanxi
Relationship commitment
Relationship investment
Renqing

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10.1016/j.indmarman.2010.12.005

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title = "The role of renqing in mediating customer relationship investment and relationship commitment in China",

abstract = "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.",

keywords = "Guanxi, Relationship commitment, Relationship investment, Renqing",

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AU - Shi, Guicheng

AU - Shi, Yizheng

AU - Chan, Allan K.K.

AU - Liu, Matthew Tingchi

AU - Fam, Kim Shyan

PY - 2011/5

Y1 - 2011/5

N2 - 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.

AB - 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.

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JO - Industrial Marketing Management

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

Abstract

Scopus Subject Areas

User-Defined Keywords

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