Gratitude: An emotional approach in business relationship

Abstract

Most 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.