The role of customer gratitude in strengthening seller-buyer relationships

Fazal e Hasan, Syed Muhammad (2013) The role of customer gratitude in strengthening seller-buyer relationships. PhD thesis, Queensland University of Technology.


Despite its emphasis on relationships between buyers and sellers, and the effect of emotion on behaviours, marketing literature has not yet investigated customer gratitude as an element of relational exchange. Gratitude is a significant component of personal relationships and may offer important insights into how perceptions of relationship marketing investments impact customer trust in, satisfaction with and affective commitment to a seller. In addition, customer gratitude may provide a more complete explanation of how marketing investments work. Consequently, this research contributes to marketing literature by investigating customer gratitude as a mediating mechanism in the relationship between customer perceptions of relationship marketing investments and customer trust in, satisfaction with and affective commitment to the seller: all dimensions of relationship quality.

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ID Code: 61963
Item Type: QUT Thesis (PhD)
Supervisor: Lings, Ian & Neale, Larry
Keywords: Customer Gratitude, Customer Trust, Customer Satisfaction , Relationship Marketing, Relationship Marketing Investment, Customer Affective Commitment, Customer Word of Mouth Intentions, Customer Involvement, Customer Cynicism, Customer Benevolence
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Institution: Queensland University of Technology
Deposited On: 22 Aug 2013 03:09
Last Modified: 04 Sep 2015 02:34

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