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

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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 |
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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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Item Statistics: | View statistics for this item |
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