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.

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.

這本書探討了在商業背景下的仁（Ren）概念。它首先回顧了與仁相關的中國文獻，然後探討了顧客仁導向模型及其與和諧、商業關係、服務品質和忠誠度的聯繫。

為了進行研究，採用了兩階段的設計。在第一階段，使用了質性方法，如焦點小組討論和專家諮詢。第二階段則涉及定量研究，包括準實驗設計、抽樣、問卷設計、數據收集和量表開發。共有384名受訪者參加了訪談。

研究中使用的測量量表是可靠且有效的，數據與顧客仁導向商業模型非常吻合。使用AMOS和SmartPLS的分析支持了所有八個提出的假設。SmartPLS特別用於處理AMOS無法管理的交互作用和二次效應。總體而言，本研究提供了對仁在商業關係中角色的寶貴見解。

Bernard Lee，牛津大學哲學博士（DPhil），博士（PhD），工商管理博士（DBA），是聖法蘭西斯大學的副教授，並在香港大學擔任榮譽助理教授。在目前的職位之前，他曾是牛津大學的訪問學者。他的學術旅程充滿了顯著的成就，擁有牛津大學的教育學DPhil、行銷學博士、工商管理博士、愛丁堡大學的工商管理碩士以及香港大學的科學碩士。李博士在行銷領域擁有超過十年的經驗，已成為特許行銷人員，並自豪地成為牛津聯盟的終身會員及網際網路與專業協會（iProA）的成員。李博士對研究和學術追求充滿熱情，其興趣涵蓋行銷領域的各個方面，研究主題包括中國價值觀、服務行銷、消費者行為、行銷策略和領導力。

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.

李伯納，牛津大學哲學博士（DPhil），博士（PhD），工商管理博士（DBA），是聖法蘭西斯大學的副教授，同時擔任香港大學的榮譽助理教授。在目前的職位之前，他曾是牛津大學的訪問學者。他的學術旅程充滿了顯著的成就，擁有牛津大學的教育學DPhil、行銷學博士（Ph.D.）、工商管理博士（DBA）、愛丁堡大學的工商管理碩士（MBA）以及香港大學的科學碩士（MSc）。李博士在行銷領域擁有超過十年的經驗，並已成為特許行銷人員（Chartered Marketer），同時也是牛津聯盟的終身會員及網際網路與專業協會（iProA）的驕傲成員。李博士對研究和學術追求充滿熱情，他的興趣涵蓋行銷領域的多個方面。其研究重點包括中國價值觀、服務行銷、消費者行為、行銷策略和領導力等主題。