Managing customer relationships in the emerging markets - guanxi as a driver of Chinese customer loyalty

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...

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Bibliographic Details
Main Authors: Lee, L., Tang, Y., Yip, L., Sharma, Piyush
Format: Journal Article
Published: Elsevier 2017
Online Access:http://hdl.handle.net/20.500.11937/56283

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