The role of renqing in mediating customer relationship investment and relationship commitment in China |
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| Authors: | Guicheng Shi [Author Vitae] Yizheng Shi [Author Vitae] Allan KK Chan [Author Vitae] Matthew Tingchi Liu [Author Vitae] Kim-Shyan Fam [Author Vitae] |
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| Institution: | a Faculty of Management and Administration, Macau University of Science and Technology, Taipa, Macaob Department of Marketing, Hong Kong Baptist University, Kowloong Tong, Hong Kongc Faculty of Business and Administration, University of Macau, Taipa, Macaod School of Marketing and International Business, Victoria University of Wellington, Wellington, New Zealand |
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| Abstract: | There is a growing research interest in guanxi marketing, which has been considered the Chinese version of relationship marketing. However, very little empirical research has investigated the implicit nature of renqing, the underlying mechanism that explains the cultivation and maintenance of guanxi. This study examines the role of renqing in mediating customer relationship investment and relationship commitment in the insurance industry. The authors surveyed 245 car insurance policyholders in China. The findings confirm the mediating role of renqing in such relationships and show that renqing explains a very high proportion of the variance in levels of customer relationship commitment. This result offers valuable insights and suggestions as to how to increase levels of customer relationship commitment in China. |
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| Keywords: | Guanxi Renqing Relationship investment Relationship commitment |
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