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While it is emphasized in Western on “what
you know”, which refers to technological expertise, including the price and
quality of tendered product or service, it is emphasized in Confucian societies
on “who you know”, which refers to personal connections with the appropriate
authorities or individuals. These connections are known in Chinese as guanxi.
The present paper attempts to explore the underlying mechanism of guanxi which
is culturally embedded onto added value of service quality by examining the
construct equivalence of the two concepts between Western relationship marketing
and Chinese guanxi. This paper provides an inner view of cultural value which
offers insights that should prove helpful to academics in management and
related disciplines as well as to practitioners engaged in Chinese business.