Purpose – This paper aims to investigate the roles of renqing (reciprocal favor) and ganqing (positive affect) as consequences of relationship marketing investments (three dimensions: financial, social and structural) and antecedents of customer loyalty. Design/methodology/approach – A...

Purpose – This paper aims to explore the efficiency of various customer trust repair efforts for high-risk products that are closely related with the safety and health of customers after negative publicity. Many corporations are suffering from the crisis of customer trust after negative...