Relationship stability, trust and relational risk in marketing channels: Evidence from China

@inproceedings{Liu2008RelationshipST,
  title={Relationship stability, trust and relational risk in marketing channels: Evidence from China},
  author={Yi Gong Liu and Yuan Li and Lei Tao and Ying Wang},
  year={2008}
}
Abstract This paper provides an integrated framework for examining effects of relationship stability and trust on relational risk and for exploring the moderating effects of guanxi on the relationships between trust and relational risk in marketing channels. The framework is tested with 225 dyads of questionnaires about buyer–supplier relationships in the Chinese household appliances sector. The results indicate that relationship length and dyadic solidarity can reduce the relational risk… CONTINUE READING

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