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How gratitude influences customer word-of-mouth intentions and involvement : The mediating role of affective commitment
Fazal-e-Hasan, Syed Muhammad Lings, Ian N. Mortimer, Gary Neale, Larry
Fazal-e-Hasan, Syed Muhammad
Lings, Ian N.
Mortimer, Gary
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.
Keywords
Date
2017
Type
Journal article
Journal
Journal of Marketing Theory and Practice
Book
Volume
25
Issue
2
Page Range
200-211
Article Number
ACU Department
Peter Faber Business School
Faculty of Law and Business
Faculty of Law and Business
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Event URL
Open Access Status
License
All rights reserved
File Access
Controlled