Research On The Relationship Between Chinese Guanxi And Customer Price Tolerance

Under Chinese cultural background, the role of guanxi cannot be neglected in business activities, In daily business activities, it is necessary to study the relationship between Chinese guanxi and customer price tolerance, and regulating effect of guanxi between customer loyalty and customer price tolerance. The existing literature is more of a research on the relationship between customer satisf action and price sensitivity, the research on the relationship between customer loyalty and price tolerance is less. Existing literature indicates that customer loyalty and price tolerance is positively related, whether the conclusions are set up in all the background, if we study the regulating effect of guanxi between customer loyalty and customer price tolerance, what the the results would be, these problems need to be further discussed.This paper proposed a model about the relationship between Chinese guanxi and customer price tolerance, and regulating effect of guanxi between customer loyalty and customer price tolerance, we build this model on the basic of large number of paper reading and the observation of realistic consumers’ behavior. We choose the specific high-contact service industry as our research background. By collecting relevant paper and in-depth interviews with specific consumers, we give out a questionnaire which was used to collect data for an empirical further analysis. This paper adopts structure equation model to analyze collected data, the specific software is AMOS17.0.The empirical results show that customer loyalty has a significant negative impact on customer price tolerance, guanxi has a significant negative influence on customer price tolerance, renqing has a positive regulating effect on the relationship between customer loyalty and customer price tolerance.In this paper, considering the particularity of guanxi under the background of Chinese culture, we research the relationship between Chinese guanxi and customer price tolerance, and regulating effect of guanxi between customer loyalty and customer price tolerance, thus we enrich the research contents of customer loyalty and price tolerance. According to the results, the enterprise service personnel must accurately grasp Chinese guanxi cognition of different consumer groups relationship with consumers, enterprises should provide consumer satisfactory products and services, when the price of the product or service increases, enterprises should emphasize the advantages of the product or service itself, the enterprise should also provide reasonable price strategy combined with the influence factors of price tolerance. Research conclusions of this paper improve customer price tolerance for the enterprise and provide some useful advices for managers.