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

Journal article


Fazal-e-Hasan, Syed Muhammad, Lings, Ian N., Mortimer, Gary and Neale, Larry. (2017). 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. https://doi.org/10.1080/10696679.2016.1270769
AuthorsFazal-e-Hasan, Syed Muhammad, Lings, Ian N., Mortimer, Gary and Neale, Larry
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.

Year2017
JournalJournal of Marketing Theory and Practice
Journal citation25 (2), pp. 200-211
PublisherME Sharpe Inc
ISSN1069-6679
Digital Object Identifier (DOI)https://doi.org/10.1080/10696679.2016.1270769
Scopus EID2-s2.0-85013229325
Research or scholarlyResearch
Page range200-211
Publisher's version
License
All rights reserved
File Access Level
Controlled
Output statusPublished
Publication dates
Online16 Feb 2017
Publication process dates
Deposited20 Jan 2022
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