Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

The mediating roles of renqing and ganqing in Chinese relationship marketing

The mediating roles of renqing and ganqing in Chinese relationship marketing Purpose– This paper aims to investigate the roles of renqing (reciprocal favor) and ganqing (positive affect) as consequences of relationship marketing investments (three dimensions: financial, social and structural) and antecedents of customer loyalty. Design/methodology/approach– A quantitative survey methodology using self-administered questionnaires has been adopted to collect data of 218 procurement staffs from the database of China Purchasing Managers’ Club. Hypotheses tests were conducted using structural equation modeling. Findings– The results reveal that financial and social relationship marketing investments, but not structural relationship marketing investments, are crucial in evoking renqing and ganqing. The results also provide strong evidence of the relationship between renqing and ganqing, which in turn are necessary determinants of customer loyalty. Originality/value– This research is among the first to examine and confirm renqing and ganqing as a mediating mechanism through which financial and social relationship marketing investments influence attitudinal loyalty, and also through attitudinal loyalty ultimately affects behavioral loyalty. Findings imply the need for Chinese firms in general, and business-to-business context in particular, to strategically lever on the key antecedents of customer loyalty including relationship marketing investments, renqing and ganqing, in pursuit of a more competitive advantage and long-term profit. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Nankai Business Review International Emerald Publishing

The mediating roles of renqing and ganqing in Chinese relationship marketing

Loading next page...
 
/lp/emerald-publishing/the-mediating-roles-of-renqing-and-ganqing-in-chinese-relationship-30IAZO4qVL
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
2040-8749
DOI
10.1108/NBRI-03-2014-0014
Publisher site
See Article on Publisher Site

Abstract

Purpose– This paper aims to investigate the roles of renqing (reciprocal favor) and ganqing (positive affect) as consequences of relationship marketing investments (three dimensions: financial, social and structural) and antecedents of customer loyalty. Design/methodology/approach– A quantitative survey methodology using self-administered questionnaires has been adopted to collect data of 218 procurement staffs from the database of China Purchasing Managers’ Club. Hypotheses tests were conducted using structural equation modeling. Findings– The results reveal that financial and social relationship marketing investments, but not structural relationship marketing investments, are crucial in evoking renqing and ganqing. The results also provide strong evidence of the relationship between renqing and ganqing, which in turn are necessary determinants of customer loyalty. Originality/value– This research is among the first to examine and confirm renqing and ganqing as a mediating mechanism through which financial and social relationship marketing investments influence attitudinal loyalty, and also through attitudinal loyalty ultimately affects behavioral loyalty. Findings imply the need for Chinese firms in general, and business-to-business context in particular, to strategically lever on the key antecedents of customer loyalty including relationship marketing investments, renqing and ganqing, in pursuit of a more competitive advantage and long-term profit.

Journal

Nankai Business Review InternationalEmerald Publishing

Published: Jun 1, 2015

There are no references for this article.