Document Type

Journal Article

Department/Unit

Department of Marketing

Title

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

Language

English

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. © 2010 Elsevier Inc.

Keywords

Guanxi, Relationship commitment, Relationship investment, Renqing

Publication Date

2011

Source Publication Title

Industrial Marketing Management

Volume

40

Issue

4

Start Page

496

End Page

502

Publisher

Elsevier

DOI

10.1016/j.indmarman.2010.12.005

ISSN (print)

00198501

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