The Role of Customer Gratitude in Relationship Marketing

  title={The Role of Customer Gratitude in Relationship Marketing},
  author={Robert W. Palmatier and Cheryl Burke Jarvis and Jennifer R. Bechkoff and Frank R. Kardes},
Most theories of relationship marketing emphasize the role of trust and commitment in affecting performance outcomes; however, a recent meta-analysis indicates that other mediating mechanisms are at work. Data from two studies—a laboratory experiment and a dyadic longitudinal field survey—demonstrate that gratitude also mediates the influence of a seller’s relationship marketing investments on performance outcomes. Specifically, relationship marketing investments generate short-term feelings of… CONTINUE READING

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