Abstract
Based on the literature on relationship marketing and marketing channel research, this study proposes that in a channel relationship, interpersonal guanxi between boundary spanners of channel partners mediates the relationship between a firm's relationship marketing orientation and relational governance. Using the data collected from about 300 Chinese manufacturers and their suppliers, this study shows that relationship marketing orientation positively relates to relational governance, and boundary spanners' interpersonal guanxi mediates this relationship. Relational governance further affects channel partners' opportunistic behaviors. This study also discusses the findings' implications for marketing practitioners and suggestions for future research.
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