African Journal of Marketing Management
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Article Number - 35C884D65961


Vol.9(8), pp. 120-132 , September 2017
https://doi.org/10.5897/AJMM2017.0529
ISSN: 2141-2421


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Full Length Research Paper

The effect of Guanxi orientation on boundary spanners’ behavior and subsequent influence on inter-firm relationship quality



PAN Xuan
  • PAN Xuan
  • School of Economics and Management, Tsinghua University, China.
  • Google Scholar
ZANG Shuwei
  • ZANG Shuwei
  • School of Economics and Management, Tsinghua University, China.
  • Google Scholar







 Received: 16 May 2017  Accepted: 07 August 2017  Published: 30 September 2017

Copyright © 2017 Author(s) retain the copyright of this article.
This article is published under the terms of the Creative Commons Attribution License 4.0


Guanxi orientation is one of the important organizational values in China. This study examines the effect of guanxi orientation on firm’s boundary spanner’s behavior (manifested by interpersonal liking and interaction frequency) and its influence on inter-firm relationships in Chinese marketing channel context. Drawing on organizational culture and boundary spanner theory, a conceptual model is proposed to delineate how guanxi orientation works across organizations where inter-firm support is placed as the key mediator. Results from 342 distributors show that guanxi orientation has positive influence on interpersonal liking and interaction frequency between boundary spanners, and the manifested behaviors have direct and indirect impact on inter-firm relationship quality through inter-firm support. Overall, the study research extended the extant literature from three perspectives. Firstly, this study deepens our understanding of the organizational role of guanxi orientation and its influence on boundary spanner’s individual behaviors, building a bridge between intra- and inter-firm relationships. Secondly, the research findings suggest that boundary spanners can provide inter-firm support for building cooperative relationship channels. Thirdly, inter-firm support is found to be another antecedent of long-term orientation (previously trust, dependence, and performance), which provides a cost-effective way for building deeper relationship. Contributions, managerial implications, limitations, and future research are also pointed out.

Key words: Guanxi orientation, boundary spanner behaviors, inter-firms relationship quality.

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APA PAN, X., & ZANG, S. (2017). The effect of Guanxi orientation on boundary spanners’ behavior and subsequent influence on inter-firm relationship quality. African Journal of Marketing Management, 9(8), 120-132.
Chicago PAN Xuan and ZANG Shuwei. "The effect of Guanxi orientation on boundary spanners’ behavior and subsequent influence on inter-firm relationship quality." African Journal of Marketing Management 9, no. 8 (2017): 120-132.
MLA PAN Xuan and ZANG Shuwei. "The effect of Guanxi orientation on boundary spanners’ behavior and subsequent influence on inter-firm relationship quality." African Journal of Marketing Management 9.8 (2017): 120-132.
   
DOI https://doi.org/10.5897/AJMM2017.0529
URL http://www.academicjournals.org/journal/AJMM/article-abstract/35C884D65961

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