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Innovatives Management pp 207–219Cite as

Guanxi: Tonic in the Buyer-Seller Relationship Quality and Customer Loyalty in China

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Part of the book series: Herausforderungen an das Management ((HERAUSMANAG,volume 7))

Zusammenfassung

Obwohl der chinesische Markt vielen Anbietern ein riesiges Marktpotential bietet, beurteilen viele auslaendische Geschaeftsleute diesen Markt als aeusserst schwierig. Trotzdem gibt es Unternehmungen, die es ausgezeichnet verstehen ein Beziehungsnetz zwischen ihren Kunden und der eigenen Organization aufzubauen, um somit einen langfristigen Geschaeftserfolg zu sichern. Dieser Artikel versucht Erkenntnisse der westlichen Relationship Marketing Theorie und vorhandenes Wissen aus der chinesischen Kultur zu einem Modell zu kombinieren, um einen tieferen Einblick in die Kaeufer-Verkaeufer Beziehung in China zu erhalten. Ergebnisse zeigen, dass persoenliche Beziehungen eine zentrale Rolle spielen koennen, um nicht nur die Kundenloyalitaet, sondern auch die Verkaufsef-fektivitaet und -effizienz zu steigern. Adaptation, die Bereitschaft in eine Kundenbeziehung zu investieren, scheint einen positiven Einfluss auf die Bezie-hungsqualitaet zu haben. Unternehmen, welche ein langfristiges Agieren auf dem chinesischen Markt anstreben, werden sich ueber kurz oder lang mit den aufgezeigten Prozess vertraut machen muessen.

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Authors
  1. Godwin Wong
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  2. Peter Oswald
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Editors and Affiliations

  1. Graduate School of Business Administration Zürich, Bahnhofstraße/Schützengasse 4, CH-8023, Zürich, Schweiz

    Ralph Berndt

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Wong, G., Oswald, P. (2000). Guanxi: Tonic in the Buyer-Seller Relationship Quality and Customer Loyalty in China. In: Berndt, R. (eds) Innovatives Management. Herausforderungen an das Management, vol 7. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-57009-4_12

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  • DOI: https://doi.org/10.1007/978-3-642-57009-4_12

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-63122-1

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