Purpose – This study incorporates two Chinese cultural variables guanxi (personal relationship) and xinyong (personal trust) with other relational variables that are well defined in the west, i.e. supplier competence, commitment, conflict handling and satisfaction to see how they generate...

Purpose – Information has created a new segment of knowledgeable customers. Marketers should pay attention to the reversed information sharing by this active group of customers. The major aims of this article are to provide the results of an in‐depth investigation of the relationship between...