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How gratitude influences customer word-of-mouth intentions and involvement: the mediating role of affective commitment

Fazal-E-Hasan, S ORCID: 0000-0003-3646-0407, Lings, I, Mortimer, G and Neale, L 2017 , 'How gratitude influences customer word-of-mouth intentions and involvement: the mediating role of affective commitment' , Journal of Marketing Theory and Practice, vol. 25, no. 2 , pp. 200-211 , doi: 10.1080/10696679.2016.1270769.

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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

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