The mediating roles ofrenqing andganqing in Chinese relationship marketing

Purpose - – This paper aims to investigate the roles of Design/methodology/approach - – A quantitative survey methodology using self-administered questionnaires has been adopted to collect data of 218 procurement staffs from the database of China Purchasing Managers’ Club. Hypotheses tests were conducted using structural equation modeling. Findings - – The results reveal that financial and social relationship marketing investments, but not structural relationship marketing investments, are crucial in evoking Originality/value - – This research is among the first to examine and confirm