How gratitude improves relationship marketing outcomes for young consumers

Journal article

Fazal-e-Hasan, Syed, Mortimer, Gary, Lings, Ian and Kaur, Gurjeet. (2020). How gratitude improves relationship marketing outcomes for young consumers. Journal of Consumer Marketing. 37(7), pp. 713-727. https://doi.org/10.1108/JCM-10-2019-3446
AuthorsFazal-e-Hasan, Syed, Mortimer, Gary, Lings, Ian and Kaur, Gurjeet
Abstract

Purpose
Relationship marketing is about developing, maintaining and sustaining mutually beneficial customer–organisation relationships as measured by economic gains. Yet, a purely economic focus does not fully offer a psychological explanation of relationship marketing outcomes. In this regard, this paper has considered gratitude as a significant component of personal relationships, which offers insights into a customer–organisation relationships. Accordingly, this study aims to examine gratitude as a mechanism to predict relationship marketing outcomes, such as overall satisfaction, trust and commitment.

Design/methodology/approach
Data were collected from 1,093 millennial consumers across three university campuses.

Findings
Results indicate that gratitude is a mediating mechanism that can explain the relationship between young consumers’ perceptions of relationship marketing investments and overall satisfaction, trust and commitment. Perceived benevolence strengthens the relationship between perceived relationship marketing investments and customer gratitude.

Originality/value
The gratitude model contributes an alternative understanding of how young consumers’ perceptions of an organisation’s marketing investments are important in achieving a high degree of relationship marketing outcomes. This paper further incorporates the moderating roles of customer cynicism and perceptions of benevolence, key individual and relational characteristics, that influence the level of gratitude individuals to experience in response to the investments made by organisations.

Keywordsgratitude; customer–organisation relationships; cynicism; benevolence; affective commitment; satisfaction; trust; young consumers
Year2020
JournalJournal of Consumer Marketing
Journal citation37 (7), pp. 713-727
PublisherEmerald Publishing Limited
ISSN0736-3761
Digital Object Identifier (DOI)https://doi.org/10.1108/JCM-10-2019-3446
Scopus EID2-s2.0-85092127013
Research or scholarlyResearch
Page range713-727
Publisher's version
License
All rights reserved
File Access Level
Controlled
Output statusPublished
Publication dates
Online05 Oct 2020
Publication process dates
Accepted20 May 2020
Deposited06 Jul 2021
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