The influence of relationship marketing investments on customer gratitude in retailing

Gratitude: does it have a place within media-practice education?

“…The importance of communication as a driver of gratitude was also highlighted in Ting and Huang's (2015) work in Taiwanese special schools. This highlights some of the challenges of considering gratitude within the educational context, as a key driver of gratitude found in Huang's (2015) study, preferential treatment, is a relational investment which may be considered to be inappropriate within a mediapractice education context, generating concerns about favouritism. Indeed favouritism is mentioned within qualitative comments regarding students' experiences of media-practice programmes in the National Student Survey.…”

“…Hasan et al (2014) found that gratitude was a mediating factor between perceived relational investments and the perceived value of a relationship. Huang's (2015) work on gratitude in the Taiwanese consumer context, disaggregates relational investment and finds variability in the impact of aspects of relational investment on gratitude, with preferential treatment being the strongest aspect of relational investment driving gratitude, followed by interpersonal communication and rewards. The importance of communication as a driver of gratitude was also highlighted in Ting and Huang's (2015) work in Taiwanese special schools.…”

The effect of relationship marketing, emotional marketing and supportive marketing on customers loyalty with the mediating role of customers satisfaction: a case study (pars Abad banks)

“…The findings indicated that the relationship marketing strategies have a positive influence on the customers' loyalty. Huang [16] investigated the effect of relationship marketing investment on the customers' gratitude and loyalty. The results demonstrated that investment in the relationship marketing through maintaining strong relationships with customers and using relationship marketing strategies can increase customers' gratitude and loyalty.…”

The Significant Contribution of Islamic Relationship Marketing Practice in Malaysian Takaful Industry Towards Determining Customer Gratitude, Trust, and Commitment

“…Customer gratitude signifies the emotional part of reciprocity and it significant in developing and maintaining successful seller-buyer relational exchanges (Huang, 2015). For years, gratitude has represented an essential component to theories about social relationships and reciprocal behaviors across a multiplicity of disciplines.…”