The Role of Customer Gratitude in Relationship Marketing

By Robert W. Palmatier, Cheryl Burke Jarvis, Jennifer R. Bechkoff, Frank Kardes. 2009

857 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/91fbdf3a9852bc08fbc8836cb026df630eb0b724

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

In Organizational Behavior and Human Resource Management

In Sociology and Political Science

Citations in the corpus

The Social Dimension of Service Interactions (2017, background): “They also responded to a battery of service-related measures associated with the firm's bottom line, including a measure of the overall service experience (adapted from Porath, MacInnis, and Folkes 2011); overall perceived service quality (Brady and Cronin 2001), repurchase likelihood (Palmatier et ”
Measuring and Managing Returns from Retailer-Customized Coupon Campaigns (2012, background): “First, customers may feel gratitude toward the store for receiving coupons, which reduces their search costs (Palmatier et al. 2009).”
Managing the Bright and Dark Sides of Status Endowment in Hierarchical Loyalty Programs (2015, methodology): “In particular, as suggested by our qualitative results from Study 1 and supported by a review of the literature (Palmatier et al. 2009), elevated status should create feelings of gratitude toward the company, because the award of elevated status signals the company’s intentional benevolence.”
Review of the theoretical underpinnings of loyalty programs (2011, background): “Morales, 2005; Palmatier et al., 2009, p. 1, 2 Note.”
The role of self-determination theory in marketing science: An integrative review and agenda for research (2019, positive): “Furthermore, Palmatier, Jarvis, Bechkoff, and Kardes (2009) argued that a successful service relationship is built upon the satisfaction of a consumer's relatedness need.”
Cause Marketing Effectiveness and the Moderating Role of Price Discounts (2014, background): “This is because some discounts may have positive interactive effects with CM donations by licensing and reinforcing consumers’ warm-glow good feelings from giving to a charitable cause (Morales 2005; Palmatier et al. 2009).”
Reciprocity in Relationship Marketing: A Cross-Cultural Examination of the Effects of Equivalence and Immediacy on Relationship Quality and Satisfaction with Performance (2015, background): “…previously (e.g., commitment, trust, gratitude, and satisfaction) (e.g., Crosby, Evans, and Cowles 1990; Hennig-Thurau, Gwinner, and Gremler 2002; Palmatier et al. 2009), we selected relationship quality (i.e., the composite measure of the strength of a relationship reflected by satisfaction,…”
Doing Good and Doing Better despite Negative Information?: The Role of Corporate Social Responsibility in Consumer Resistance to Negative Information (2011, background): “Customer orientation and service quality orientation not only impact consumers’ overall evaluation of the specific service encounter but also positively influence levels of affection consumers have toward a firm (Palmatier et al. 2009).”