Gratitude works: its impact and the mediating role of affective commitment in driving positive outcomes

Raggio, Randle D.; Folse, Judith Anne Garretson

doi:10.1007/s11747-009-0144-2

Cited by 59 publications

(35 citation statements)

References 67 publications

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“…Further, expressions of gratitude can actually initiate a relationship. Raggio and Folse (2007; 2011) find that expressions of gratitude promote prosocial behavioral intentions even among those who didn't participate in the campaign for which they were being thanked.…”

Section: Gratitude and The Relational Exchange Paradigmmentioning

confidence: 99%

Gratitude in relationship marketing

Raggio

Walz²,

Godbole³

et al. 2014

European Journal of Marketing

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For centuries, gratitude has represented an integral component of social relationships, yet it remains relatively overlooked by marketing scholars in the study of commercial relationships. The purpose of this paper is to demonstrate how gratitude helps to build, maintain and transform commercial relationships and to suggest noteworthy areas of investigation for those researchers seeking to help companies understand the role of gratitude in relationship marketing. Design/methodology/approach Gratitude's role in relational exchange is explored by a review of relevant literature and two qualitative studies. Questions developed from the literature and exploratory interviews are then investigated in a main study through in-depth interviews with buyers and sellers of goods and services in both B2B and B2C contexts, leading to a grounded theoretical foundation. Generalizations and directions for future research are presented. Findings Gratitude is a fundamental component of buyer-seller relationships and is critical for advancing relationship marketing theory and practice. Gratitude's changing role as relationship stages advance is described. Research limitations/implications The research is of an exploratory nature. Confirmation of the generalizations by other studies is suggested. This research is largely consistent with that from a markets-as-networks perspective and moves relationship marketing research toward a more extended view. Practical implications Gratitude should be included along with other relational mediators in discussions and investigations of relationship success, and practiced by those that seek to build, develop and enhance their buyer-seller relationships. Originality/value This paper provides a much needed exploration of a new and important topic in relationship marketing and a call for gratitude to be studied and implemented in a variety of relational exchange contexts. Specifically, it is the first to address the importance of gratitude to both buyers and sellers in B2B and B2C goods and services markets. It also is the first to document the changing role of gratitude through relationship stages.

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Section: Gratitude and The Relational Exchange Paradigmmentioning

confidence: 99%

Gratitude in relationship marketing

Raggio

Walz²,

Godbole³

et al. 2014

European Journal of Marketing

View full text Add to dashboard Cite

show abstract

“…The investment attractiveness scale shows how to promote a more favorable, transparent, and competitive investment environment in order to attract investors. It is adapted from Rusbult et al (1998) and Raggio et al (2009), reflecting the attractiveness and efficiency of investment, with six observational variables demonstrating the intention and capacity of the retailer. The competitive pressure scale drawn from the competition policy of the AEC is to determine the fair competition that does not accept incentives or special treatment for any business.…”

Section: Methodsmentioning

confidence: 99%

Retailer’s perception of impact of ASEAN Economic Community on the growth of Vietnam retail market: A cognitive approach

Thanh¹,

Công²

2018

JABES

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Available online JEL classification:F12, L11, F62 KeywordsRetailer's perception; Retail market.The research aims to investigate retailer's perceptions of impact of ASEAN Economic Community on the growth of Vietnam retail market. The research is conducted by qualitative and quantitative methods. A sample size is 271 retailers including the retail companies, grocery stores, supermarkets, trade center and convenience store chains. The Cronbach's alpha, exploratory factor analysis and multiple regressions models are used to test the research hypotheses. The results reveal that retailer's perception of the impact of ASEAN Economic Community which focuses on four factors such as: (1) Free trade, (2) investment attractiveness, (3) competitive pressure, and (4) competitiveness of small and medium enterprises have significantly positive relationship with the growth of retail sector. The results also suggest the managerial implications to develop Vietnam retail market. a

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“…According to social exchange theory, relational exchanges can serve to generate trust and discourage opportunistic behaviours between firms (Cao & Lumineau, 2015;Saleh, Ali, & Mavondo, 2014). Furthermore, the demonstration of benevolence and gratitude that underlie relational investments can provide assurance of nonopportunism to exchange parties (Raggio & Garretson, 2009). Based on these arguments, the following hypothesis is formed:…”

Section: Impact Of Relational Embeddedness On Affective Commitmentmentioning

confidence: 99%

“Should I Stay or Should I Go?” Understanding the Antecedents to Buyer Commitment in the Context of the Us Eyecare Industry

Yeoh¹

2017

AAMJ

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Gratitude works: its impact and the mediating role of affective commitment in driving positive outcomes

Cited by 59 publications

References 67 publications

Gratitude in relationship marketing

Gratitude in relationship marketing

Retailer’s perception of impact of ASEAN Economic Community on the growth of Vietnam retail market: A cognitive approach

“Should I Stay or Should I Go?” Understanding the Antecedents to Buyer Commitment in the Context of the Us Eyecare Industry

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