Managing customer relationships in the emerging markets - guanxi as a driver of Chinese customer loyalty
Guanxi, a social exchange mechanism built on mutual favors, is an integral part of Chinese culture and a necessary relationship management tool for businesses operating in the People's Republic of China (PRC). This paper uses the cognition-affect-conation trajectory to illustrate the subtle dif...
| Main Authors: | , , , |
|---|---|
| Format: | Journal Article |
| Published: |
Elsevier
2017
|
| Online Access: | http://hdl.handle.net/20.500.11937/56283 |