Role of gratitude and obligation in long term customer relationships

Prem Prakash Dewani, Piyush Kumar Sinha and Sameer Mathur

Journal of Retailing and Consumer Services, 2016, vol. 31, issue C, 143-156

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.

Keywords: Gratitude; Obligation; Relationship marketing; Loyalty; Purchase intentions (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:31:y:2016:i:c:p:143-156

DOI: 10.1016/j.jretconser.2016.01.005

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