Abstract
Abstract Buyer-seller relationships are the most important assets to any firm. Most companies faced the difficulty, arising from product range diversity, of segmenting their customers. Guanxi(literally, relationship) is an alternative segmenting mean. In order to analyze the complex interactive behavior of guanxi, four outsider-insider “B” psychological segments are proposed. A case study explores the way to use guanxi to segment key customers and tests the proposed framework. The article introduces a new segmentation tool to analyze the dynamic dimensions of the relationship building process and also suggests practical recommendations for effective relationship building.
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