Content area
Abstract
One of the hot research topics today is relationship marketing. However, little research has carried out in understanding the complex concepts of Guanxi (relationship) in a Chinese society. A study to operate the constructs of guanxi is described, and the importance of guanxi in relationship development is constructed in order to present a new Guanxi framework. A study of both Western and Chinese literature provides foundations of the Guanxi perspectives. The constructs of adaptation, trust, opportunism and favor are identified. Adaptation and trust are found to be positively correlated with sales stability and quality. Adaptation is negatively correlated with relationship termination costs. Both theoretical framework and managerial implications are given.