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Guanxi And Relationship Marketing Case Study

976 Words4 Pages

There are discuss three things in the article, first it discuss the concepts of guanxi and relationship marketing and explores their similarities and differences. Second, it presents a theoretical framework that links guanxi and relationship marketing together. Last, it talk about linking guanxi and relationship marketing together will provide a valuable insights for all Asian firm.
Guanxi is a Chinese term and it develops relationship at the inter-personal level. Guanxi can refer to the relationship between people with shared characteristics, frequent contact between people, and direct communication with people. Having a right guanxi can bring many advantages especially people who conduct business in China will more beneficial. In contrast, relationship marketing is develops relationships at the inter-organizational level and enhance in customer relationships. Guanxi also involves affection, which plays a key role in maintaining and enhancing personal relationship and in making impersonal business relationships more personal.
Establishing partnerships and networks capable of handling the service process is an important strategic issue in relationship marketing. People who want to implement relationship marketing approach need to change the traditional ways of managing marketing. There are three elements …show more content…

They also have the same goal of maintaining long-term relationships with partners rather than building relationships from a single transaction. In contrast, differences in guanxi and relationship marketing had divided into seven types which are strategic versus tactical orientation, organizational versus individual orientation, calculative versus affective commitment, open versus closed systems, relationship marketing versus guanxi constructs, relationship marketing versus guanxi promises, and transactional versus relational basis of relationship

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