Palmatier, R.W., Jarvis, C.B., Bechkoff, J.R. & Kardes, F.R. (2009). The Role of Customer Gratitude in Relationship Marketing. Journal of Marketing, 73(5), 1-18.

Abstract: Although most relationship marketing theories have in the past emphasized the relevance of commitment and trust in seeking to influence performance outcomes, gratitude has been identified as yet another critical mediating mechanism on this front. By utilizing data from two studies, the authors in this case demonstrate that gratitude also mediates the influence of a sellers relationship marketing investments on performance outcomes.

Introduction: According to the authors, most marketing experts are in agreement that in marketing, the relevance of sustaining good relations with customers cannot be overstated. It is however important to note that as Palmatier (as cited in Palmatier, Jarvis, Bechkoff, and Kardes, 2009) points out, on the basis of a meta-analysis founded on thousands of relationships, RM investments have a direct effect on seller objective performance outcomes that is actually greater than the effect mediated by trust and commitment. For this reason, a need exists to evaluate and study the rest of the mediating mechanisms which according to Palmatier, Dant, and Grewal (as cited in Palmatier, Jarvis, Bechkoff, and Kardes, 2009) could include, but they are not limited to gratitude, exchange effectiveness, and reciprocity. As it has also been pointed out by Emmons and McCullough; and Morales (as cited in Palmatier, Jarvis, Bechkoff, and Kardes, 2009), the authors of this particular study propose that gratitude, the emotional appreciation for benefits received, accompanied by a desire to reciprocate is an important construct for understanding RM effectiveness.

Conceptual Background of Gratitude: The authors note, from the onset, that reciprocal behaviors are largely founded on the emotional aspect of one of the most prominent human interactions social components, i.e. gratitude. It is also this social component that, as Gouldner (as cited in Palmatier, Jarvis, Bechkoff, and Kardes, 2009) points out, motivates human beings to honor reciprocal obligations. Gratitude has two key components, i.e. the behavioral component and the affective component with the former having to do with the creation of a long-term reciprocity cycle as a consequence of feelings of gratitude; and the latter being a rather short-term occurrence whereby persons are under some sort of pressure to give back. The authors point out that both components ought to be understood in an attempt to grasp the role gratitude plays in RM. It is important to note that very few studies have been conducted in an attempt to highlight the role gratitude plays in informing the behavior of consumers. Even fewer studies take into consideration the resident emotional process. It is for this reason that the authors propose that viewing feelings of gratitude as reciprocitys emotional core (Emmons 2004, p. 12) offers a theoretical richness that could otherwise be missed if the behavioral outcomes of customers are assessed without consideration of the psychological process involved.

Table 1: In a tabular format, the authors condense their review of literature on the subject matter to derive meaningful theoretical positioning of constructs. They find out that in addition to the number of studies connecting the reciprocal motives of customers with gratitude feelings being very few, the task or reciprocity or gratitude has not been tested empirically, or even subjected to the relevant measurements and assessments. From the tabular review, it is therefore clear that as the authors note, gratitude may provide an explanation of the direct effect of relationship investments on seller performance in the extant commitmenttrust RM model.

Hypotheses: The authors, in essence, hypothesize and test the role of gratitude (both affective and behavioral aspects) as a missing mediator for the effects of RM on performance outcomes, parallel to trust and commitment. According to the authors, once the RM undertakings of the seller are recognized by the buyer, the emotional systems of the customer are engaged. This effectively triggers the customers gratitude feelings and enhances the said customers intentions to give back or what the authors in this case refer to as intentions to repay the seller. As Dahl, Honea, and Manchanda; and Morales (as cited in Palmatier, Jarvis, Bechkoff, and Kardes, 2009) point out, customers could act out the said intentions by adapting their purchase habits. Customers could engage...…RM investments on customer trust. The authors also find out that the gratitude of customers is further enhanced by both their enhanced needs and the perceived benevolent acts of the seller.

Study 2

Procedure of study 2: The second study, a dyadic longitudinal field survey, involved rep firms offering for sale various products and services (industrial) and their customers in North America. Customer surveys conducted in this case were matched with each rep firms sales data.

Measurement in study 2: In this particular study, the authors conducted a CFA so as to conduct an evaluation of the constructs psychometric properties.

Results of study 2: The field study results match the experimental study results. Essentially, H1b is supported in that reciprocal behaviors that are based on gratitude and relationship management investment exhibit positive relations. H3a and H3b are also supported in that sales growth, sales revenue, as well as wallet share are positively influenced by the reciprocal behaviors of customers that are based on gratitude. H4b is supported on the basis of customer trust being positively impacted upon by gratitude-based conduct of customers.

Discussion of study 2: In basic terms, the laboratory findings external validity is confirmed by Study 2 field survey. For this reason, as the authors point out, the findings of Study 1 are echoed by Study 2 results. In their own words, the authors observe that the field study shows that gratitude-based reciprocal behaviors drive company performance outcomes, specifically, sales revenue, share of wallet, and sales growth.

General discussion and implications: It is important to note that although quite a number of marketing studies have indicated that the reciprocation principle or process is of great relevance in relationship management, very few studies have attempted to integrate reciprocity into models of relationship management. The present study, as the authors note, empirically demonstrates that both the affective and behavioral aspects of gratitude are important mechanisms for understanding how and why RM influences seller performance.

Understanding the role of gratitude in RM: A review of literature in this case clearly demonstrates that relationships are influenced by gratitude to a great extent whereby as some authors including Bartlett…