The coexistence of transaction and relational marketing: Insights from the Chinese business context

Supply chain integration, quality management and firm performance of pork processing industry in China

“…We hold the second view that both coexist and are complementary with each other in the Chinese context (Styles and Ambler, 2003;Yu et ai, 2006). The reasoning is as follows: although contracts are explicitly drafted with provisions to promote the longevity of exchanges, unexpected disturbances may place considerable strain on an exchange relationship (Williamson, 1991).…”

“…The emphasis in the relational paradigm is on long-term, mutually beneficial relationships between buyers and suppliers and industrial networks, interaction to develop and build cooperation, commitment, and dependence (Zaheer and Venkatraman, 1995;Styles and Ambler, 2003). Cooperation through long-term interactions helps to develop mutual understanding.…”

“…Yu et aL (2006) find that calculative trust acts as a moderating factor in the relationship between formal governance mechanisms and TSI. Furthermore, Styles and Ambler (2003) also argue that there is a coexistence of transaction and relational marketing in the Chinese business context. Furthermore, while the impact of transaction attributes on governance mechanisms has been devoted significant attention, there is a lack of a comprehensive framework to explain the alignment of governance mechanisms in the presence of transaction characteristics in the pork supply chain in both transaction and relational relationships.…”

Reassessing Relationships in Consumer Markets: Emotion, Cognition, and Consumer Relationship Intention

“…Emotions shape behaviors and perceptions and play a crucial role in the development of different kinds of relationships (Andersen & Kumar, 2006;Johnson et al, 2006), because these cannot be built on behavior alone (Barnes, 2003). Rather than total rationalizing, customers' behavior is also based on emotional bonds that go beyond core product attributes, involving enjoyment, personal meaning, and a feeling of gratitude, the currency of relationships (Hansen, Sandvik, & Selnes, 2003;Styles & Ambler, 2003). Emotional content (Berscheid, Snyder, & Omoto, 1989) could be the path to attaining true customer intimacy, the backbone of rewarding relationships (Fournier, 1998).…”

The role ofguanxiin buyer–supplier relationships in Chinese small- and medium-sized enterprises – a resource-based perspective

“…In the academic literature China is often portrayed as being a relational society, where the cultural concept of guanxi (personal relationships or connections) has a major influence on both social and business norms (Tseng, Kwan, and Cheung 1995;Styles and Ambler 2003). Rooted in the Confucian philosophy guanxi practice has been pervasive in the lifeblood of the Chinese business community for more than 2000 years.…”