Are Chinese consumers created equally relational?

Purpose - As a relationship‐oriented culture, customer‐firm relationship plays an important role in consumer decision making process in China. Moreover, there are significant regional differences of Chinese consumers in terms of relationship proneness and its impact on relationship marketing outcomes. The purpose of this paper is to examine the differences of relationship proneness and its effect on relational satisfaction, relationship commitment and benefits between consumers from north and south of mainland China. Design/methodology/approach - Based on previous research and relationship marketing theories, a series of hypotheses were developed comparing the two populations on relationship‐related variables. Data were collected from two cities of China using survey method. Findings - Regional differences exist between the two groups of Chinese consumers in relationship proneness, commitment, trust, and relationship benefits perceptions. Gender differences also exist. Relationship proneness interacts with region resulting in moderating effects on relationship marketing outcomes. Research limitations/implications - This research has treated two groups of Chinese consumers as cohorts and individual differences are not taken into consideration. The sample includes only graduate students whose attitudes toward relationship marketing may deviate from average consumers of the country as they have higher education levels but lower income levels. Practical implications - The findings of the research provide managerial implications for marketing segmentation in China. International and domestic marketers should consider using different marketing strategies on consumers from different regions of China. Originality/value - The paper confirms the regional differences of Chinese consumers in relationship proneness, trust, relationship benefits and commitment. The paper contributes to the relationship marketing literature by relating consumer relationship proneness to relationship benefits, and confirming the moderating effect of relationship proneness on relationship benefits and relationship commitment.