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: Department of Management
Pages: ix, 149 leaves : ill. ; 30 cm
Language: English
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.
Rights: All rights reserved
Access: restricted access

Files in This Item:
File Description SizeFormat 
b16041677.pdfFor All Users (off-campus access for PolyU Staff & Students only)4.2 MBAdobe PDFView/Open

Copyright Undertaking

As a bona fide Library user, I declare that:

  1. I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
  2. I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
  3. I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.

By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.

Show full item record

Please use this identifier to cite or link to this item: