From Guanxi to customer relationship marketing: How the constructs of Guanxi can strengthen CRM in the hospitality industry

The Chinese way of response to hospitality service failure: The effects of face and guanxi

“…Guanxi establishment has long been pursued by hoteliers in the Chinese market (Geddie et al, 2002;Gilbert and Tsao, 2000). This study provides empirical evidence to support the benefit of building guanxi in China.…”

“…Chinese people attach extraordinary importance to using their personal networks to achieve competitive advantages or transaction conveniences when doing business. Hotel managers in China have long used guanxi and devote tremendous time to building and leveraging personal connections with important accounts (Geddie et al, 2002;Gilbert and Tsao, 2000). Traditional academic efforts have focused on the organizational level of guanxi, whereas individual customers have hardly been recognized (e.g., Gilbert and Tsao, 2000;Leung et al, 2005).…”

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

“…Literature indicates the reliance of Chinese people from the mainland on social interaction within a networked group, which favors the frequent occurrence of exchanges (Davies, 1995). Trust and relational bonding are established through personal interactions with customers (Geddie et al, 2002). These results indicate the need for hotel companies to understand the concept of guanxi and to incorporate its principles (i.e., trust, bonding, reciprocity, and empathy) into their relationship marketing practices in the Asian market because of the globalization of the hospitality industry and the increasing importance of the Asian market (Yau, Lee, Chow, Sin, & Tse, 2000).…”

“…Guanxi can be defined as the social interaction within a networked group in which repeated exchanges of favors ensure trust among members (Davies, 1995). It is closely related to relationship marketing as both concepts pertain to establishing connections and the long-term development of relational bonding and trust (Geddie, DeFranco, & Geddie, 2002). However, the two practices are different because guanxi initially concentrates on building the relationship before the transaction, whereas relationship marketing initially deals with the transaction and builds the relationship later (Geddie et al, 2002).…”

Effects of perceived organizational support and guanxi on salesperson performance: The mediation of customer need knowledge

“…Ramasamy et al (2006) empirically proved that the communication and trust between people have a significantly positive impact on knowledge transfer. By investigating in the health care industry, Geddie et al (2002) argued that guanxi help improve patient satisfaction. After a comparison between salespersons in China and the USA, Abramson and Ai (1997) claimed that the better guanxi between a seller and a buyer, the lower uncertainty and the more successful the business.…”