East meets West : toward a theoretical model linking guanxi and relationship marketing
East meets West : toward a theoretical model linking guanxi and relationship marketing
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DOI：
10.1016/j.jbusres.2013.05.043
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发表时间：
2013-12
影响因子：
11.3
通讯作者：
Ahmed Shaalan;J. Reast;Debra Johnson;M. Tourky
中科院分区：
文献类型：
--
作者：
Ahmed Shaalan;J. Reast;Debra Johnson;M. Tourky
本概念研究批判性地考察了关系营销和关系营销的不同概念，探讨了这两种方法之间的差异，并提出了它们之间的创新联系。中国关系发展人际关系，而关系营销发展组织间的关系。这两个概念都是众所周知的，但在学术文献中仍然缺乏关键的比较，即使有证据表明，管理人员可以使用的方法之间的联系，以提高客户招聘和保留。本文通过对关系营销理论的回顾和总结，提出了一个将关系营销与关系营销联系起来的理论模型，并对这种联系的理论和管理意义进行了探讨。因此，这项研究提供了新的和有价值的见解和利益的亚洲公司，其中雇用onlyguanxi型的关系。
This conceptual study critically examines the separate concepts ofguanxiand relationship marketing, explores the differences between the two approaches, and proposes innovative linkages between them. Chineseguanxidevelops 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 onguanxiand relationship marketing, this study proposes a novel theoretical model that linksguanxiand 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 onlyguanxi-type relationships.