This chapter discusses the conceptual model of Customer Ren Orientation and other related constructs such as Harmony, Business Relationship, Service Quality, and Loyalty in depth. This chapter has seven sections. Firstly, an overview of the conceptual model of Customer Ren Orientation is introduced, followed by the explanation of the five constructs of the model, namely, Customer Ren Orientation, Harmony, Business Relationship, Service Quality, and Loyalty. As Harmony is another important Chinese cultural value that is correlated with Ren (Chow & Yau, 2005) and has been widely studied previously (Chow & Yau, 2005; Fang, Being a Human: Humanism in Traditional Chinese Culture, Retrieved March 1, 2014, from www.utrim.it/doc_umanesimo/Fang.doc.pdf , 2000; Ching, Human Rights: A Valid Chinese Concept? Retrieved November 25, 2015, from http://www.religiousconsultation.org/ching.htm , 1995; Tang, Collaborative Learning: The Latent Dimension in Chinese Students Learning, The Chinese Learner: Cultural, Psychological and Contextual Influences, 183–204. University of Hong Kong, 1996), this research only follows other scholars’ work in the Chinese value of Harmony, which will be discussed later in this chapter. To make readers easily understand the business orientation, all constructs of the business orientation are lined up and linked. Firstly, the literature review of constructs is explored. Secondly, the relationship between the constructs based on the literature review is discussed. The sequence of presenting the constructs and the relationship between the antecedents and the outcomes is listed one after the other.