A Mixed-Method Study Of The Effects Of Guanxi Between Salespersons And Buyers On Retailer-Supplier Relationships In China

The social network and relationship marketing literatures urge firms to cultivate social ties to form favorable relationships with other business partners. We question the universality of this recommendation by examining the influence of guanxi (i.e., interpersonal social ties) between supplier salespersons and retail buyers in the retail industry in China. Using a mixed-method study combining both qualitative and quantitative stages, we find that guanxi between supplier salespersons and retail buyers may not enhance retailer-supplier relationship quality. Furthermore, our results show that guanxi between supplier salespersons and retail buyers may weaken the positive effect of supplier role performance on retailer satisfaction.