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How gratitude influences customer word-of-mouth intentions and involvement: the mediating role of affective commitment
Citation
Fazal-E-Hasan, S and Lings, I and Mortimer, G and Neale, L, How gratitude influences customer word-of-mouth intentions and involvement: the mediating role of affective commitment, Journal of Marketing Theory and Practice, 25, (2) pp. 200-211. ISSN 1069-6679 (2017) [Refereed Article]
Copyright Statement
Copyright 2017 Taylor & Francis Group, LLC
DOI: doi:10.1080/10696679.2016.1270769
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 Details
Item Type: | Refereed Article |
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Keywords: | customer satisfaction, reciprocity, cynicism, customer gratitude, relationship marketing investments |
Research Division: | Commerce, Management, Tourism and Services |
Research Group: | Marketing |
Research Field: | Marketing research methodology |
Objective Division: | Economic Framework |
Objective Group: | Management and productivity |
Objective Field: | Marketing |
UTAS Author: | Fazal-E-Hasan, S (Dr Syed Fazal-E-Hasan) |
ID Code: | 114519 |
Year Published: | 2017 |
Web of Science® Times Cited: | 12 |
Deposited By: | TSBE |
Deposited On: | 2017-02-17 |
Last Modified: | 2018-05-21 |
Downloads: | 0 |
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