Overview

This book examines the concept of Ren in a business context. It begins by reviewing relevant Chinese literature on Ren (忍), then explores the Customer Ren Orientation model and its connections with Harmony, Business Relationship, Service Quality, and Loyalty. To conduct the research, a two-stage design was employed. In the first stage, qualitative methods, such as focus group discussions and expert consultations, were used. The second stage involved quantitative research, including quasi-experimental design, sampling, questionnaire design, data collection, and scale development. A total of 384 respondents participated in the interview. The measurement scales used in the research are reliable and valid, and the data fit the Customer Ren Orientation business model well. Analyses with AMOS and SmartPLS supported all eight proposed hypotheses. SmartPLS was used specifically to handle interaction and quadratic effects that AMOS couldn't manage. Overall, this study offers valuable insights into the role of Ren in business relationships.

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Bernard Lee, DPhil (Oxon), PhD, DBA, is an Associate Professor at Saint Francis University, with an esteemed position of Honorary Assistant Professor at The University of Hong Kong. Prior to his current roles, he was a Visiting Scholar at The University of Oxford. His academic journey has been marked by significant achievements, as he holds a DPhil in Education from the University of Oxford, a Ph.D. in Marketing, a Doctor of Business Administration, a Master of Business Administration from the University of Edinburgh, and a Master of Science from the University of Hong Kong. With over a decade of experience in the field of Marketing, Dr. Lee has established himself as a Chartered Marketer and is a proud member of esteemed professional bodies such as Life Member of the Oxford Union and the Internet and Professional Association (iProA). Driven by a passion for research and scholarly pursuits, Dr. Lee's interests encompass various areas within the domain of Marketing. His research focuses on topics such as Chinese Values, Services Marketing, Consumer Behavior, Marketing Strategy, and Leadership. 

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