A comparison of relationship marketing and Guanxi: its implications for the hospitality industry

Abstract

Purpose -This paper describes the variables researchers have found to be significantly associated with relationship marketing, those related to Guanxi, and the similarities and differences between them. Design/methodology/approach -The researchers reviewed 77 articles on the subjects of Guanxi and relationship marketing and identified seven constructs from the literature that apply to both Guanxi and Relationship Marketing. Findings -These six constructs were investigated (bonding, customer loyalty, empathy, reciprocity, and satisfaction, and trust). Four constructs were associated with Guanxi (bonding, empathy, reciprocity, and trust) and while two (satisfaction, and customer loyalty) and a category termed other were commonly used with relationship marketing. Practical implications -Guanxi concentrates on building the bond or relationship before the transaction in such a way that the company and customer become one cooperative unit. Relationship marketing deals with the transaction first and builds the relationship later. Relationship marketers could benefit from incorporating the principles of Guanxi in their strategies and tactics. Originality/value -Many western managers are not familiar with Guanxi. Managers, who have an understanding of the Guanxi, can become more effective at relationship marketing.

Practicing effective knowledge sharing in international hotel joint ventures

“…In addition, these individuals would be more prone to set aside ethnocentric views than those who do not have well-developed learning orientations. For example, in the circumstance of a hotel IJV in China, research indicates that the influence of guanxi networks [personalized networks of influence] can be both highly complex and cumbersome to newcomers (Geddie et al, 2005). Therefore, in summary, filling JV slots with learningoriented individuals would likely stimulate both knowledge transfer and transformation in the joint venture.…”

Drivers of Customer–Brand Relationship Quality: A Case of Mainland Chinese Hotel Loyalty Program Members

“…Increasing attention has been given to this practice in Western countries because guanxi can offer valuable insights into their societies and the way human and commercial relationships are developed and maintained in mainland China. CRM and guanxi are closely related because both concepts emphasize relational bonds, trust, and empathy (Geddie, DeFranco, & Geddie, 2005). Although guanxi is not the topic of this study, an examination of the perception of Chinese hotel guests on a loyalty program may offer insights into the guanxi principles that can be embedded in the CRM strategies of hotels.…”

When West Meets East: Generalizing Theory and Expanding the Conceptual Toolkit of Criminology

“…Moreover, China scholars have proposed that this particularly troubling form of offending is related to a distinctive feature of Chinese society -the phenomenon of "guanxi." The concept of guanxi is a somewhat slippery one, but it is generally understood to refer to networks of social relations that involve aspects of interpersonal bonding, reciprocity, and mutual trust (Geddie et al 2005; see also Gold et al 2002).…”