Volume 29 Number 3, 2024

Modeling Loyalty among Chinese Customers

Yun Chu ^a, Jianyu Ma ^b
Rockwell School of Business, Robert Morris University, Pittsburgh
^a chu@rmu.edu
^b ma@rmu.edu
 

ABSTRACT

This study explores the influence of unique Chinese factors on customer relationships, specifically satisfaction, trust, commitment, and loyalty (STCL). The research uses structural equation modeling (SEM) to test the effect of nine indigenous factors from the Chinese value system on STCL measures of customer relationships among Chinese consumers. The results indicate that three indigenous factors have a significant effect on customer satisfaction, while one factor affects trust. However, the other five indigenous factors do not have a significant influence on STCL measures. Furthermore, the study finds that the prevailing direct chain of the STCL does not hold in this case. The finding reveals a new direct explanation chain, TCL, which differs from the existing explanation chain. Understanding the importance of Ren Qing and Mian Zi can provide scholars and practitioners with valuable insights for building and retaining customer loyalty in China's competitive market.

JEL Classification: M310

Keywords: courtesy, positive emotions, honesty, ren qing, harmony with others, mian zi, kindness, responsibility, angry hostility, marketing, relationship marketing, salespersons, customer satisfaction, trust, customer commitment, customer loyalty, Chinese customer

Cite this article: 

Chu, Y., Ma, J., 2024, Modeling Loyalty among Chinese Customers, International Journal of Business, 29(3), 007. https://doi.org/10.55802/IJB.029(3).007