Open Access

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

A Survey on customer winning-back management in hotel industries from Sichuan, Yunnan and Zhejiang
Frontiers of Business Research in ChinaSelected Publications from Chinese Universities2:6


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.


Guanxi investmentaffective commitmentcustomer loyalty