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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
Keywords:customer satisfaction, reciprocity, cynicism, customer gratitude, relationship marketing investments
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing Measurement
Objective Division:Economic Framework
Objective Group:Management and Productivity
Objective Field:Marketing
Author:Fazal-E-Hasan, S (Dr Syed Fazal-E-Hasan)
ID Code:114519
Year Published:2017
Deposited By:Tasmanian School of Business and Economics
Deposited On:2017-02-17
Last Modified:2017-04-20
Downloads:0

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