Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/25203
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dc.contributor.authorDewani P.P.
dc.contributor.authorSinha P.K.
dc.date.accessioned2022-02-11T10:13:53Z-
dc.date.available2022-02-11T10:13:53Z-
dc.date.issued2012
dc.identifier.citationDewani, P. P., & Sinha, P. K. (2012). Gratitude: An emotional approach in business relationship. Research Journal of Business Management, 6(1). https://doi.org/10.3923/rjbm.2012.1.11
dc.identifier.issn18191932
dc.identifier.urihttps://www.doi.org/10.3923/rjbm.2012.1.11
dc.identifier.urihttp://hdl.handle.net/11718/25203-
dc.description.abstractMost theories of Relationship Marketing (RM) emphasize the role of trust, commitment and/or customer satisfaction in development of long term business relationships. In spite of recognition of gratitude as core of reciprocity its role in long term relationships has not been well researched. Only a few studies recently have recognized the role of consumer gratitude in buyer-seller relationships. This study is an attempt to understand the role of gratitude in long term business relationships. It is attempted to understand gratitude, synthesising and analyzing various definitions of gratitude. It is also attempted to establish theoretical linkages among gratitude and long term relationship constructs e.g., trust, commitment, word of mouth and loyalty. Managerial implications of gratitude are also discussed. � 2012 Academic Journals Inc.
dc.language.isoen_US
dc.relation.ispartofResearch Journal of Business Management
dc.subjectCommitment
dc.subjectConsumer gratitude
dc.subjectCustomer loyalty
dc.subjectRelationship Marketing
dc.subjectTrust
dc.titleGratitude: An emotional approach in business relationship
dc.typeArticle
dc.contributor.affiliationIndian Institute of Management, Ahmadabad, Vastrapur, Gujarat, India
dc.contributor.affiliationDepartment of Marketing, Indian Institute of Management, Ahmadabad, Vastrapur, Gujarat, India
dc.contributor.institutionauthorDewani, P.P., Indian Institute of Management, Ahmadabad, Vastrapur, Gujarat, India
dc.contributor.institutionauthorSinha, P.K., Department of Marketing, Indian Institute of Management, Ahmadabad, Vastrapur, Gujarat, India
dc.description.scopusid6506459595
dc.description.scopusid57184940900
dc.identifier.doi10.3923/rjbm.2012.1.11
dc.identifier.endpage11
dc.identifier.startpage1
dc.identifier.issue1
dc.identifier.volume6
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