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Abstract

This current research examines how gratitude and affective commitment work together to improve customer–organizational relationships. Using theories from services marketing and consumer psychology, we develop and test a customer relationship model. The results empirically demonstrate that affective commitment mediates the relationship between gratitude and customer word-of-mouth intentions and involvement. For theorists, our customer relationship model offers a better psychological explanation of how a customers’ emotional response of gratitude generates benefits for organizations. We suggest managers should invest in stimulating both customer gratitude and affective commitment to improve positive word-of-mouth intentions and customer involvement subsequently.

Item Type:	Article
Authors/Creators:	Fazal-E-Hasan, S and Lings, I and Mortimer, G and Neale, L
Keywords:	customer satisfaction, reciprocity, cynicism, customer gratitude, relationship marketing investments
Journal or Publication Title:	Journal of Marketing Theory and Practice
Publisher:	Routledge
ISSN:	1069-6679
DOI / ID Number:	10.1080/10696679.2016.1270769
Copyright Information:	Copyright 2017 Taylor & Francis Group, LLC
Related URLs:	UTAS Profile: Fazal-E-Hasan, S
Item Statistics:	View statistics for this item

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