Department of Marketing
The role of renqing in mediating customer relationship investment and relationship commitment in China
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.
Guanxi, Relationship commitment, Relationship investment, Renqing
Source Publication Title
Industrial Marketing Management
Shi, Guicheng, Yizheng Shi, Allan K.K. Chan, Matthew Tingchi Liu, and Kim-Shyan Fam. "The role of renqing in mediating customer relationship investment and relationship commitment in China." Industrial Marketing Management 40.4 (2011): 496-502.