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

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  • Shaalan, Ahmed S.
  • 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.

Suggested Citation

  • Shaalan, Ahmed S. & Reast, Jon & Johnson, Debra & Tourky, Marwa E., 2013. "East meets West: Toward a theoretical model linking guanxi and relationship marketing," Journal of Business Research, Elsevier, vol. 66(12), pages 2515-2521.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:12:p:2515-2521
    DOI: 10.1016/j.jbusres.2013.05.043
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    References listed on IDEAS

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    2. Lee, Liane W.Y. & Tang, Yiming & Yip, Leslie S.C. & Sharma, Piyush, 2018. "Managing customer relationships in the emerging markets – guanxi as a driver of Chinese customer loyalty," Journal of Business Research, Elsevier, vol. 86(C), pages 356-365.
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    8. Wen-Kuei Wu & Shu-Chin Huang & Hsiao-Chung Wu & Maw-Liann Shyu, 2021. "The Effects of the Social Influence Approach on Swift Guanxi, Trust and Repurchase Intention When Considering Buyer Dependence," Sustainability, MDPI, vol. 13(14), pages 1-14, July.
    9. Jie Li & Gong Sun & Zhiming Cheng, 2017. "The Influence of Political Skill on Salespersons’ Work Outcomes: A Resource Perspective," Journal of Business Ethics, Springer, vol. 141(3), pages 551-562, March.
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