Chinese relationship management: a qualitative study of banking in New Zealand

Joe Choon Yean Chai, Sally Dibb

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)


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 languageEnglish
Pages (from-to)205-222
Number of pages18
JournalJournal of Strategic Marketing
Issue number3
Early online date6 Jul 2016
Publication statusPublished - 2018


  • convergent interviews
  • Customer relationship management
  • guanxi
  • New Zealand
  • service relationships

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management


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