How Gratitude Influences Customer Word-Of-Mouth Intentions and Involvement: The Mediating Role of Affective Commitment. Issue 2 (3rd April 2017)

• Record Type: Journal Article
• Authors: Fazal-e-Hasan, Syed Muhammad; Lings, Ian N.; Mortimer, Gary; Neale, Larry
• Is Part Of: Journal of marketing theory and practice. Volume 25:Issue 2(2017)
• Page Start: 200
• Page End: 211
• Publication Date: 2017-04-03
• Subjects: Marketing -- Periodicals; Marketing research -- Periodicals; Marketing -- Périodiques; Marketing -- Recherche -- Périodiques; Marketing; Marketing research; Periodicals; 658.8005
• DOI: 10.1080/10696679.2016.1270769
• Languages: English
• ISSNs: 1069-6679

Abstract

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.