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 journalArticlepeer-review

34 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 languageEnglish
Pages (from-to)496-502
Number of pages7
JournalIndustrial Marketing Management
Volume40
Issue number4
DOIs
Publication statusPublished - May 2011

Scopus Subject Areas

  • Marketing

User-Defined Keywords

  • Guanxi
  • Relationship commitment
  • Relationship investment
  • Renqing

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