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Investigating the impacts of guanxi and relationship marketing in port logistics: two cases

机译：调查关系和关系营销对港口物流的影响：两个案例

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This study explores the differential impacts of guanxi and relationship marketing, both at the interpersonal and interorganisational level, within the port logistics industry. We compare the effects of these two marketing approaches on outcome variables to elucidate managerial implications for logistics firms conducting cross-cultural business. The PLS-SEM method is used to analyse data from a survey of logistics companies in Taiwan and Panama. In both countries, interpersonal relationships engender significant effects on interorganisational relationships, and firm performance has significant effects on firm loyalty. As regards the determinants of supply-chain effectiveness and firm performance, we show that interpersonal relationships play a more important role in Taiwan, while interorganisational relationships have more weight in Panama. In other words, Asian companies focus on guanxi marketing at the personal level, while Latin American ones focus on relationship marketing at the interorganisational level. These findings and consequent knowledge can help companies conducting business in Asia and Latin America to adapt to counterpart's cultural business practices.
机译：这项研究探讨了港口物流业内部关系和组织间关系在关系和关系营销方面的不同影响。我们比较了这两种营销方法对结果变量的影响，以阐明管理人员对从事跨文化业务的物流公司的影响。 PLS-SEM方法用于分析来自台湾和巴拿马的物流公司的调查数据。在这两个国家，人际关系对组织间关系产生重大影响，而公司绩效对公司忠诚度也具有重大影响。关于供应链有效性和企业绩效的决定因素，我们表明人际关系在台湾扮演着更重要的角色，而组织间关系在巴拿马扮演着更重要的角色。换句话说，亚洲公司侧重于个人层面的关系营销，而拉丁美洲公司侧重于组织间层面的关系营销。这些发现和相应的知识可以帮助在亚洲和拉丁美洲开展业务的公司适应对方的文化业务惯例。

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