The Impact of Customer-Salesperson Guanxi and Customer Dependence upon Salesperson Influence Effectiveness

Abstract

This study aims to explore the underlying impact of customer’s perceived dependence on salesperson (CPDS), customer–salesperson guanxi (C-S guanxi), and the customer’s preference of the salesperson’s influence tactics (SITs) on the salesperson’s influence effectiveness. The relationship between CPDS and C-S guanxi is also discussed. Based on the literature review, this study depicts the possible development paths of C-S guanxi and discusses the isolated impact of C-S guanxi dimensions, i.e., ganqing, renqing, mianzi and xinyong, on the customer’s preference of SITs. Several research propositions, theoretical and managerial implications in the context of personal selling and Chinese society are provided.