Positive emotions as underlying mechanism between customer gratitude and behavioural intentions

Mahnaz Mansoor, Tahir Mumtaz Awan and Fauzia Syed
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Mahnaz Mansoor: Faculty of Management Science Hamdard University Islamabad Campus, Islamabad, Pakistan
Tahir Mumtaz Awan: Department of Management Sciences, COMSATS University Islamabad, Pakistan
Fauzia Syed: Faculty of Management Science, International Islamic University, Islamabad, Pakistan

Journal of Administrative and Business Studies, 2020, vol. 6, issue 1, 09-20

Abstract: Based on the growing importance of customer emotions like gratitude in organizational literature, current study is focused on finding out the underlying mechanisms through which customers' gratitude leverage the benefits to the service providers in the form of positive behaviours. Employing the reasoning of "broaden and build theory of positive emotions", a customer emotion versus behaviours model has been developed and tested, in order to assess the mediation of customers' delight and overall satisfaction in parallel with each other among the association of customer gratitude and behavioural outcomes (positive word of mouth and revisit intentions). This research is conducted in context of Pakistan's mega shopping malls. Based on quota sampling method, cross-sectional research design has been used to obtain data (N = 352) from shoppers. Using Structural Equation Modelling (SEM) analysis our results specify that among two parallel mediators, the links of customer gratitude with both outcomes has been mediated by customer overall satisfaction; in comparison customers' delight only intermediates the association of customer gratitude with revisit intentions. This study opens up a new side in the customer gratitude literature by finding the predictive differences in parallel mediatory mechanism of customer's delight and overall satisfaction.

Keywords: Customer gratitude; Broaden-and-build; Theory of positive emotions; Delight; Overall satisfaction; Customer behaviours (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:apb:jabsss:2020:p:09-20

DOI: 10.20474/jabs-6.1.2

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