غرب به شرق : به سوی یک مدل نظری ارتباط guanxi را و بازاریابی رابطه ای
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|42527||2013||7 صفحه PDF||سفارش دهید||5226 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Journal of Business Research, Volume 66, Issue 12, December 2013, Pages 2515–2521
This conceptual study critically examines the separate concepts of guanxi and relationship marketing, explores the differences between the two approaches, and proposes innovative linkages between them. Chinese guanxi develops 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 on guanxi and relationship marketing, this study proposes a novel theoretical model that links guanxi and 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 only guanxi-type relationships.