Abstract:
Relational marketing is increasingly important in business. Various studies (Amber
1995; Chen 1995; Davis 1995; Wong, 1999) have acknowledged trust, dependency and
reciprocity as key dimensions of China's "Guanxi" business relationships, but not
identified the interconnections among these. This paper explores these relationships to
provide a better understanding of the nature of long-term business-to-business
relationships between Chinese and Western firms. In addition, the development of a
conceptual framework including these key Guanxi constructs and linking them to
relationship performance is proposed, together with proposed future research.
