標題: Investigating the impacts of guanxi and relationship marketing in port logistics: two cases
作者: Chen, Mu-Chen
Chang, Kuo-Chien
Hsu, Chia-Lin
De Leon, German Alcibiades Vega
運輸與物流管理系 註:原交通所+運管所
Department of Transportation and Logistics Management
關鍵字: Guanxi;Relationship marketing;Supply-chain effectiveness;Firm performance;Loyalty;Port logistics
公開日期: 1-十二月-2018
摘要: This study explores the differential impacts of guanxi and relationship marketing, both at the interpersonal and interorganisational level, within the port logistics industry. We compare the effects of these two marketing approaches on outcome variables to elucidate managerial implications for logistics firms conducting cross-cultural business. The PLS-SEM method is used to analyse data from a survey of logistics companies in Taiwan and Panama. In both countries, interpersonal relationships engender significant effects on interorganisational relationships, and firm performance has significant effects on firm loyalty. As regards the determinants of supply-chain effectiveness and firm performance, we show that interpersonal relationships play a more important role in Taiwan, while interorganisational relationships have more weight in Panama. In other words, Asian companies focus on guanxi marketing at the personal level, while Latin American ones focus on relationship marketing at the interorganisational level. These findings and consequent knowledge can help companies conducting business in Asia and Latin America to adapt to counterpart's cultural business practices.
URI: http://dx.doi.org/10.1057/s41278-017-0084-6
http://hdl.handle.net/11536/148703
ISSN: 1479-2931
DOI: 10.1057/s41278-017-0084-6
期刊: MARITIME ECONOMICS & LOGISTICS
Volume: 20
起始頁: 603
結束頁: 623
顯示於類別:期刊論文