An Integrated B2B Guanxi Model: A Taiwan Perspective

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2020-10-01 DOI:10.1080/15332667.2019.1705743

Min-Jon Kuo, Dauw-Song Zhu, Louis White

引用次数: 3

Abstract

Abstract Due to the uniqueness of Chinese culture, relationship marketing cannot be interpreted directly from the extant theories developed in Western society. Using qualitative research, the study constructed an integrated model of B2B gaunxi and proposed seven observations through the interviews with Taiwanese small and medium enterprises. The proposed model describes a complete process of building guanxi with five levels: evaluation of the target firm, channels for building guanxi, exchange of B2B guanxi, evaluation of guanxi quality, and evaluation of guanxi performance, which can be applied for developing business relationships in China. The use of interviewees’ real dialogs provides a “hands on/real world” view of the role of guanxi for building and maintaining business relationships, which have here-to-fore been treated in comparatively esoteric ways.

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台湾视角下的B2B关西整合模式

摘要由于中国文化的独特性，关系营销不能直接从西方社会现存的理论中得到解释。本研究采用质性研究的方法，建构B2B高锡的整合模型，并通过对台湾中小企业的访谈，提出七项观察。该模型描述了建立关系的完整过程，分为五个层次：目标企业的评估、建立关系的渠道、B2B关系的交流、关系质量的评估和关系绩效的评估，可用于发展中国的商业关系。受访者真实对话的使用为关系在建立和维护商业关系中的作用提供了一种“动手/真实世界”的视角，而在这里，关系一直以相对深奥的方式被处理。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

期刊介绍： The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.