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How gratitude influences customer word-of-mouth intentions and involvement: the mediating role of affective commitment
journal contribution
posted on 2023-05-19, 02:03 authored by Fazal-E-Hasan, S, Lings, I, Mortimer, G, Neale, LThis 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.
History
Publication title
Journal of Marketing Theory and PracticeVolume
25Pagination
200-211ISSN
1069-6679Department/School
TSBEPublisher
RoutledgePlace of publication
United StatesRights statement
Copyright 2017 Taylor & Francis Group, LLCRepository Status
- Restricted