Buyer-seller relationship : service, relationship quality and customer loyalty in China

Pao Yue-kong Library Electronic Theses Database

Buyer-seller relationship : service, relationship quality and customer loyalty in China

 

Author: Oswald, Peter Thomas Dirk
Title: Buyer-seller relationship : service, relationship quality and customer loyalty in China
Degree: D.B.A.
Year: 2001
Subject: Customer relations -- China
Customer loyalty -- China
Hong Kong Polytechnic University -- Dissertations
Department: Dept. of Management
Pages: ix, 149 leaves : ill. ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1604167
URI: http://theses.lib.polyu.edu.hk/handle/200/1512
Abstract: Abstract of thesis title: Buyer -- Seller Relationship: Service, Relationship Quality and Customer Loyalty in China, submitted by Peter Thomas Dirk OSWALD for the degree of Doctor of Business Administration at The Hong Kong Polytechnic University in May 2001. Companies doing business in China often lose customers for no obvious reason or because competitors have a better 'relationship' with customers. Suppliers, who do not understand the antecedents of customer loyalty, have problems implementing their marketing strategy whereas companies with good relationship management can gain competitive advantages. Knowledge of what is considered appropriate behavior in a Chinese business context can help to develop and maintain long-term relationships. Although developing relationships in the market is widely discussed in contemporary Western marketing literature, its application to the Chinese market is rarely debated. The purpose of this study was to develop and empirically evaluate a model of a buyer-seller relationship. Although several studies have covered these topics (e.g. Morgan and Hunt, 1994; Bolton, 1998; Selnes, 1998), few of them were conducted in China. The model used in this study focused on the role and importance of interaction, adaptation, relationship quality, trust, opportunistic behavior, asset specific investment and customer loyalty. The sample consisted of manufacturing firms within the plastics industry in China. Data collection involved a written questionnaire completed by key informants. Data analysis, encompassing 208 usable questionnaires, was conducted with SPSS and AMOS 4.1 and involved exploratory and confirmatory factor analysis as well as structural equation modeling. The findings provided good statistical support for the model and hypotheses.

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