Abstract
This study investigates the relational factors and motivations of Chinese migrant consumers towards financial service providers in New Zealand. Using convergent interviews, a deeper understanding is developed of immigrants’ relational behaviour with service providers. These relationships with service providers are significantly influenced by traditional Chinese values and guanxi and relational embeddedness plays an important role in how they are developed. The research contributes a better understanding of the interplay between Eastern and Western cultures in service relationships among immigrant groups. A general theory of the Chinese perspective of customer relationship management is developed. The implications for how marketing practitioners manage their relationships with migrant customers are explored.
| Original language | English |
|---|---|
| Pages (from-to) | 205-222 |
| Number of pages | 18 |
| Journal | Journal of Strategic Marketing |
| Volume | 26 |
| Issue number | 3 |
| Early online date | 6 Jul 2016 |
| DOIs | |
| Publication status | Published - 2018 |
Keywords
- convergent interviews
- Customer relationship management
- guanxi
- New Zealand
- service relationships
ASJC Scopus subject areas
- Marketing
- Strategy and Management
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Profiles
-
Sally Dibb
- Faculty Research Centre for Business in Society - Professor in Marketing and Society
Person: Teaching and Research