The Role of Customer Gratitude in Relationship Marketing

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

doi:10.1509/jmkg.73.5.1

Cited by 912Customer Service Quality and LoyaltyService and Product InnovationMarketing and Advertising Strategies

The Role of Customer Gratitude in Relationship Marketing

Palmatier, Robert W., Jarvis, Cheryl Burke, Bechkoff, Jennifer R., Kardes, Frank R.·2009·Journal of Marketing

DOI 10.1509/jmkg.73.5.1

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Abstract

Most theories of relationship marketing emphasize the role of trust and commitment in affecting performance outcomes; however, a recent meta-analysis indicates that other mediating mechanisms are at work. Data from two studies—a laboratory experiment and a dyadic longitudinal field survey—demonstrate that gratitude also mediates the influence of a seller's relationship marketing investments on performance outcomes. Specifically, relationship marketing investments generate short-term feelings of gratitude that drive long-lasting performance benefits based on gratitude-related reciprocal behaviors. The authors identify a set of managerially relevant factors and test their power to alter customer perceptions of relationship marketing investments to increase customer gratitude, which can make relationship marketing programs more effective. Overall, the research empirically demonstrates that gratitude plays an important role in understanding how relationship marketing investments increase purchase intentions, sales growth, and share of wallet.

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From Understanding and managing customer relational benefits in services: a meta-analysis (2020) · cites this paper as Palmatier et al. 2009

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Authors: Palmatier, R. W., Jarvis, C. B., Bechkoff, J. R., & Kardes, F. R.
Affiliations: University of Washington (US)
Southern Illinois University Carbondale (US)
San Jose State University (US)
University of Cincinnati (US)
Corresponding author: Palmatier, Robert W.
Jarvis, Cheryl Burke
Bechkoff, Jennifer R.
Kardes, Frank R.
ORCID: Palmatier, Robert W.
Kardes, Frank R.
Venue: Journal of Marketing
Publisher: SAGE Publications
Published: 2009-09
Volume: 73
Issue: 5
Pages: 1-18
ISSN: 0022-2429 (ISSN-L)
1547-7185
DOI: 10.1509/jmkg.73.5.1
OpenAlex: W2103403045
Cited by: 912
References: 77
Citations by year: 2026: 28 · 2025: 41 · 2024: 34 · 2023: 54 · 2022: 57 · 2021: 76 · 2020: 89 · 2019: 63 · 2018: 65 · 2017: 90 · 2016: 61 · 2015: 57 · 2014: 57 · 2013: 56 · 2012: 34
FWCI: 49.64
Type: journal article
Language: en
Open access: closed
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: Journal of Marketing (publishedVersion)
Topics: Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Keywords: customer gratitude, relationship marketing, reciprocal behavior, purchase intention, sales growth, share of wallet, trust, customer commitment, mediating mechanisms, consumer perception

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The Role of Customer Gratitude in Relationship Marketing

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