Beyond Guanxi and Relationship Marketing: A study of Chinese-born Indonesian Business Networks
In this age of modern civilization, retaining loyal customer yield more benefit rather than getting new customer. One of the ways to keep customer loyal is by focusing on the relationship between the company and the customer. In western countries this practiced is called Relationship Marketing, while in China its called Guanxi. Both of Guanxi and Relationship Marketing share some similarities as well as differences as they are from two different cultures. Thus its common sense to use Guanxi when you are in china or dealing with Chinese based companies and use Relationship Marketing for western countries/companies. However, as the world becoming one, there is one new community which is called overseas Chinese. A special case of this overseas Chinese is Indonesian overseas Chinese. Which one to use in dealing with Indonesian overseas Chinese? Is it Guanxi or Relationship Marketing? This work in progress paper is going to find this out by comparing Guanxi and Relationship Marketing components and analyze them using the AHP and Delphi method sampling on Indonesian overseas Chinese community. Keywords: Guanxi;Relationship Marketing;Indonesia;Overseas Chinese
Frederick Yovero Meng Tao
Both from Dongbei University of Finance and Economics, China
国际会议
2011 Academy for Global Business Advancement(AGBAs)8th World Congress(全球商务发展学会第八届国际会议)
大连
英文
476-490
2011-09-15（万方平台首次上网日期，不代表论文的发表时间）