All rights reservedFazal-e-Hasan, Syed MuhammadLings, Ian N.Mortimer, GaryNeale, Larry2025-10-1620172022-01-201069-667910.1080/10696679.2016.1270769https://hdl.handle.net/20.500.14802/7396This 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.Journal article2-s2.0-85013229325ControlledPUB0201057425