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Positive emotions as underlying mechanism between customer gratitude and behavioural intentions

Author

Listed:
  • Mahnaz Mansoor

    (Faculty of Management Science Hamdard University Islamabad Campus, Islamabad, Pakistan)

  • Tahir Mumtaz Awan

    (Department of Management Sciences, COMSATS University Islamabad, Pakistan)

  • Fauzia Syed

    (Faculty of Management Science, International Islamic University, Islamabad, Pakistan)

Abstract

Based on the growing importance of customer emotions like gratitude in organizational literature, current study is focused on finding out the underlying mechanisms through which customers' gratitude leverage the benefits to the service providers in the form of positive behaviours. Employing the reasoning of "broaden and build theory of positive emotions", a customer emotion versus behaviours model has been developed and tested, in order to assess the mediation of customers' delight and overall satisfaction in parallel with each other among the association of customer gratitude and behavioural outcomes (positive word of mouth and revisit intentions). This research is conducted in context of Pakistan's mega shopping malls. Based on quota sampling method, cross-sectional research design has been used to obtain data (N = 352) from shoppers. Using Structural Equation Modelling (SEM) analysis our results specify that among two parallel mediators, the links of customer gratitude with both outcomes has been mediated by customer overall satisfaction; in comparison customers' delight only intermediates the association of customer gratitude with revisit intentions. This study opens up a new side in the customer gratitude literature by finding the predictive differences in parallel mediatory mechanism of customer's delight and overall satisfaction.

Suggested Citation

  • Mahnaz Mansoor & Tahir Mumtaz Awan & Fauzia Syed, 2020. "Positive emotions as underlying mechanism between customer gratitude and behavioural intentions," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 6(1), pages 09-20.
    • Handle: RePEc:apb:jabsss:2020:p:09-20
    DOI: 10.20474/jabs-6.1.2
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    References listed on IDEAS

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    1. Fazal e Hasan, Syed & Lings, Ian & Neale, Larry & Mortimer, Gary, 2014. "The role of customer gratitude in making relationship marketing investments successful," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 788-796.
    2. Wartika & Kridanto Surendro & Husni Satramihardja & Iping Supriana, 2015. "Business Process Improvement Conceptual Models to Improve the Efficiency of Power Consumption on Computer Use from the Perspective of Human Resources Performance," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 1(3), pages 99-106.
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    Cited by:

    1. Mahnaz Mansoor & Tahir Mumtaz Awan & Buthina Alobidyeen, 2020. "Structure and Measurement of Customer Experience Management," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 6(4), pages 171-182.

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