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An empirical study of the effects of Guanxi investment on customer loyalty in Chinese market


The purpose of this study is to examine the relationship among Guanxi investment, affective commitment and customer loyalty. A customer win-back model is proposed, including Guanxi investment strategies, customer perceptions (price sensitivity, trust and affection), affective commitment and customer 1oyalty(i.e., true loyalty, latent loyalty, spurious loyalty, non loyalty). The fieldwork was conducted in the hotel industry in China (N=1074). Results show that Guanxi investment strategy has significant effects on customer’s loyalty. This study hence contributes to the literature on customer win-back strategy and provides useful suggestions for managers in charge of customer relationship management.


顾客赢回맜理模型包括关系投资策略、 顾客感知 (信任、 情感和价格敏感)、 情感性承诺、 态度忠诚和行为忠诚等变量。 为了考察关系投资、 情感性承诺和顾客忠诚的关系, 选取 1074 家酒店的数据为样本。 研究结果显示, 关系投资策略可以提高顾客对, 商的信任和情感依附?降低顾客对价格的敏感程度, 并对顾客真正忠诚行为的形成有促进作用, 这对맜理者运用关系投资策略进行顾客赢回맜理具有指导意义.


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Correspondence to Xiaofei Tang.

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Translated from Yingxiao kexue xuebao 营销科学学报 (Journal of Marketing Science), 2006

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About this article


  • Guanxi investment
  • affective commitment
  • customer loyalty


  • 关系投资
  • 情感性承诺
  • 顾客忠诚