Chinese relationship management: a qualitative study of banking in New Zealand

Chai, Joe Choon Yean and Dibb, Sally (2018). Chinese relationship management: a qualitative study of banking in New Zealand. Journal of Strategic Marketing, 26(3) pp. 205–222.



This study investigates the relational factors and motivations of Chinese migrant consumers towards financial service providers in New Zealand. Using convergent interviews, a deeper understanding is developed of immigrants’ relational behaviour with service providers. These relationships with service providers are significantly influenced by traditional Chinese values and guanxi and relational embeddedness plays an important role in how they are developed. The research contributes a better understanding of the interplay between Eastern and Western cultures in service relationships among immigrant groups. A general theory of the Chinese perspective of customer relationship management is developed. The implications for how marketing practitioners manage their relationships with migrant customers are explored.

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  • Item ORO ID
  • 45852
  • Item Type
  • Journal Item
  • ISSN
  • 1466-4488
  • Keywords
  • customer relationship management; service relationships; convergent interviews; guanxi; New Zealand
  • Academic Unit or School
  • Faculty of Business and Law (FBL)
  • Copyright Holders
  • © 2016 Informa UK Limited
  • Depositing User
  • Sally Dibb