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Research Journal of Business Management

Year: 2012 | Volume: 6 | Issue: 1 | Page No.: 1-11
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Authors

Prem Prakash Dewani

Piyush Kumar Sinha

Keywords

Review Article

Gratitude: An Emotional Approach in Business Relationship

Prem Prakash Dewani and Piyush Kumar Sinha
Most theories of Relationship Marketing (RM) emphasize the role of trust, commitment and/or customer satisfaction in development of long term business relationships. In spite of recognition of gratitude as core of reciprocity its role in long term relationships has not been well researched. Only a few studies recently have recognized the role of consumer gratitude in buyer-seller relationships. This study is an attempt to understand the role of gratitude in long term business relationships. It is attempted to understand gratitude, synthesising and analyzing various definitions of gratitude. It is also attempted to establish theoretical linkages among gratitude and long term relationship constructs e.g., trust, commitment, word of mouth and loyalty. Managerial implications of gratitude are also discussed.
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