Role of gratitude and obligation in long term customer relationships |
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| Institution: | 1. Indian Institute of Management, Lucknow 226013, India;2. Indian Institute of Management, Ahmedabad 380015, Gujarat, India;1. Peter T. Paul College of Business and Economics, University of New Hampshire, 10 Garrison Avenue, Durham, NH 03824-2602, United States;2. School of Business and Information Technology, University of Ontario Institute of Technology, Oshawa, Ontario, Canada;3. Marketing School of Management, The Sage Colleges, 140 New Scotland Ave, Albany, NY 12208, United States;1. Faculty of Business & Law, Swinburne University of Technology, Hawthorn, Victoria, 3122, Australia;2. School of Business & Law, Edith Cowan University, Perth 6027, Australia;3. Sripatum International College, Sripatum University, Bangkok 10900, Thailand;1. Dokuz Eylül University, Faculty of Business, Department of Business Administration, Kaynaklar Yerle?kesi, 35160 Buca, ?zmir, Turkey;2. Dokuz Eylül University, Faculty of Business, Department of International Business and Trade, Kaynaklar Yerle?kesi, 35160 Buca, ?zmir, Turkey |
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| 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. |
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| Keywords: | Gratitude Obligation Relationship marketing Loyalty Purchase intentions |
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