Understanding the Relationship Marketing and the Guanxi within the Taiwanese Auto Parts Industry

Hsieh, Ming-Hsun (2009) Understanding the Relationship Marketing and the Guanxi within the Taiwanese Auto Parts Industry. [Dissertation (University of Nottingham only)] (Unpublished)

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The aim of this research is to investigate the importance of relationship marketing as well as the guanxi concept in the auto parts industry in Taiwan. The analysis of the auto parts industry was been conducted initially. Following the chapter, the researcher tried to understand the factors from both constructs through a literature review. The differences between the two concepts have also been analysed. By concentrating on the auto parts firms which try to maintain a long-term relationship with their clients, this research conducted both quantitative and qualitative research methods to generate a comprehensive result. By using surveys to simplify the response from interviewees, the general scenario of relationship marketing would be revealed. By using semi-structured interviews, researchers can further analyse the relation between relationship marketing, guanxi concept literatures and auto parts firms. A survey of both suppliers and buyers has been conducted to generate a comprehensive result toward the research object.

The result suggests that both guanxi and relationship marketing assume a crucial role in the current auto parts industry in Taiwan. As Chinese culture emphasizes the importance of the guanxi concept within the business-to-business relationships, relationship marketing is interconnected within the Taiwanese auto parts industry. Along with revealing the importance of maintaining such relationships in Taiwan, some suggestions are also provided to strengthen such long-term relationships.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 04 Feb 2010 09:26
Last Modified: 23 Oct 2016 06:27
URI: http://eprints.nottingham.ac.uk/id/eprint/23029

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