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http://hdl.handle.net/11718/19453| Title: | Role of gratitude and obligation in long term customer relationships |
| Authors: | Sinha, Piyush Kumar Dewani, P. P. Mathur, S. |
| Keywords: | Gratitude;Loyalty;Obligation;Purchase intentions;Relationship marketing |
| Issue Date: | 2016 |
| Publisher: | Elsevier Ltd |
| Citation: | Dewani P.P., Sinha P.K., Mathur S. (2016). Role of gratitude and obligation in long term customer relationships. Journal of Retailing and Consumer Services, 31, 143-156. |
| Abstract: | This paper examines the role of gratitude and obligation in customer relationships. We surveyed 398 customers exiting grocery and clothing stores in Ahmedabad and Jaipur cities in India, after they had finished shopping. We analysed their responses using structural equation modelling (SEM). We found that social and structural investments by sellers created gratitude among customers, resulting in short-term purchase intensions and increased customer loyalty.In contrast, financial investments made by sellers created obligation among customers, and reduced customer loyalty. The paper also discusses theoretical and managerial implications of these findings |
| URI: | http://hdl.handle.net/11718/19453 |
| Appears in Collections: | Journal Articles |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Role of gratitude and obligation_Prem prakash_JRCS_2016.pdf Restricted Access | 921.14 kB | Adobe PDF | View/Open Request a copy |
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