A conceptual framework of guanxi: Toward competitive sustainability of foreign banks in China

Abstract

This paper provides a conceptual framework of guanxi (CFG) to China's foreign banks (CFBs) for use by their relationship managers (Relationship Managers) in their relationship marketing (RM) activities for improvement of business performance toward their competitive sustainability in China. Three theme concepts of Geddie et al. (2002 and 2005), internal and external partnerships/stakeholder theory, and customer relationship management (CRM) are used to formulate this CFG. This review is also based on the paper titled "The Significance of Guanxi in Relationship Marketing: Perspectives of Foreign Banks in China" (Wan and Ng, 2013) as next stage of research.