Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/19453
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dc.contributor.authorSinha, Piyush Kumar
dc.contributor.authorDewani, P. P.
dc.contributor.authorMathur, S.
dc.date.accessioned2017-06-22T06:30:46Z
dc.date.available2017-06-22T06:30:46Z
dc.date.issued2016
dc.identifier.citationDewani 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.en_US
dc.identifier.urihttp://hdl.handle.net/11718/19453
dc.description.abstractThis 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 findingsen_US
dc.language.isoen_USen_US
dc.publisherElsevier Ltden_US
dc.subjectGratitudeen_US
dc.subjectLoyaltyen_US
dc.subjectObligationen_US
dc.subjectPurchase intentionsen_US
dc.subjectRelationship marketingen_US
dc.titleRole of gratitude and obligation in long term customer relationshipsen_US
dc.typeArticleen_US
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