Relational governance in supplier-buyer relationships: The mediating effects of boundary spanners' interpersonal guanxi in China's B2B market
Abstract
Based on the literature on relationship marketing and marketing channel research, this study proposes that in a channel relationship, interpersonal guanxi between boundary spanners of channel partners mediates the relationship between a firm's relationship marketing orientation and relational governance. Using the data collected from about 300 Chinese manufacturers and their suppliers, this study shows that relationship marketing orientation...
Paper Details
Title
Relational governance in supplier-buyer relationships: The mediating effects of boundary spanners' interpersonal guanxi in China's B2B market
Published Date
Sep 1, 2017
Journal
Volume
78
Pages
332 - 340
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