How Gratitude Influences Customer Word-Of-Mouth Intentions and Involvement: The Mediating Role of Affective Commitment

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...

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Bibliographic Details
Published in:Journal of marketing theory and practice 2017-04, Vol.25 (2), p.200-211
Main Authors: Fazal-e-Hasan, Syed Muhammad, Lings, Ian N., Mortimer, Gary, Neale, Larry
Format: Article
Language:English
Subjects:
Behavior
Causality
Customer services
Education
Emotions
Hypotheses
Influence
Kennels
Marketing
Perceptions
Student retention
Studies
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