The relationship between gratitude and consumer behavior
Gratitude is referred to as the temporary emotional appreciativeness as a result of good done, which comes together with the reciprocation desire, which further strengthens the bond in the relationship ( Watkins & McCurrach, 2016) . When the customer service considers the complaints or suggestions of the consumers according to their requests or satisfaction, they will become grateful for the consideration. They will be extremely thankful for the business and in turn, feel the need to reciprocate by staying loyal to the company ( Watkins & McCurrach, 2016) . The behavior of consumers after the process of purchasing had been completed has received a significant amount of attention in the contemporary business environment.
Many customers switch from one business or product to another based on the quality of user experience ( Watkins & McCurrach, 2016) . Failure to competently and efficiently make the user experience memorable and fulfilling. Any business needs to be in a position to seamless and effectively handle the feedback received from consumers in terms of complaints, compliments, or suggestions. A business needs to fully comprehend the perception of the consumer when they are making complaints. This is extremely pertinent as successfully managing customer feedback can lead to retention of customers, which results in business profitability ( Watkins & McCurrach, 2016).
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The various techniques employed by businesses to handle consumer feedback are aimed at maintaining a healthy relationship with the consumers. The gratitude-based reciprocation theory is one technique implemented to illustrate the link between gratitude and consumer behavior. There are several psychological processes that can be used to explain the effects of gratitude on consumer behavior. Having prior positive reviews about a particular brand or business can increase the customer's negative reactions regarding the brand or company ( Watkins & McCurrach, 2016) . Customer loyalty is an essential part of the competitive strategy of any organization. The retail industry greatly invests in establishing and maintaining loyal customer relationships with the existing and promising customers. Customer gratitude influences marketing investment success or failure. Understanding the customer gratitude theory provides organizations with a psychological understanding of how investing in marketing strategies can improve the quality of the relationship between the retailer and the customer. The marketing managers should capitalize on their assets in marketing techniques that arouse customer gratitude so that a strong business relationship can be established (e Hasan et al. 2014).
The relationship between gratitude and ethical behavior
Gratitude is considered an essential element in increasing the well-being of an individual as well as that of the organization. Psychology implies that gratitude is a promising chance for individuals and organizations which can be improved through precise training based on some fundamental framework (Bock et al.2018). Gratitude in the present-day business environment is considered an integral element for the success of the business, the efficiency of the workforce, productivity, and morality. Gratitude has the capability to enhance the organizational environment, employee behavior, and prosocial behavior in the organization (Neil, 2013). Gratitude increases social support, establishes healthy relationships, and the general well-being of the workforce and the consumers.
Ethical problems like dishonesty are rampant in the business environment, and when not adequately addressed, it can be disastrous for the business. A recent survey estimates that about $50 billion is lost every year due to fraud and employee theft (Neil, 2013). Gratitude does not magically create a more ethical business environment, as there are many more factors involved. However, establishing a culture of gratitude in the organization helps in increasing the productivity and ethic levels of employees (Bock et al. 2018). Many psychologists have suggested that gratitude is a powerful emotion that can be manipulated. Grateful individuals tend to be more contented and delighted, which will influence their intent to engage unlawful or unethical activities (Bock et al. 2018).
Conclusion
The articles give very enlightening insight into the relationship between customer satisfaction and gratitude and the relationship between gratitude and moral uprightness in employees. The articles highlight the two aspects of gratitude; behavioral, and effective. These two can be positively manipulated to profit business marketing. Gratitude is one of the essential characteristics of Relationship Marketing (RM) ( Palmatier et al. 2016) . The RM marketing strategy varies from other marketing techniques since it focuses on establishing healthy and beneficial relationships with the consumers. This is done by implementing tactics that increase the level of commitment and trust the consumer has in the business. Trust and commitment are used as the core mediators that help in influencing consumer behavior, which makes them extremely significant in the development and maintenance of strong relationships with the consumers. Gratitude has been proved as an effective and efficient emotional source for triggering reciprocal obligations ( Palmatier et al. 2016) .
The idea for future research
Relationship marketing has become a significant element in the business environment. Numerous studies are still being conducted on its effectiveness and the impact it has on the business environment, but so far, the results have been positively satisfactory. Soon, we expect to see more developments and advancements in RM. In future strategies like the use of social media, communication with customers can be expanded and made broader to perform other essential business communication purposes. This area can significantly benefit the business, especially in this information age, which is characterized by many technological advancements in data sharing and communication.
References
Bock, D. E., Eastman, J. K., & Eastman, K. L. (2018). Encouraging consumer charitable behavior: The impact of charitable motivations, gratitude, and materialism. Journal of Business Ethics , 150 (4), 1213-1228.
e Hasan, S. F., Lings, I., Neale, L., & Mortimer, G. (2014). The role of customer gratitude in making relationship marketing investments successful. Journal of Retailing and Consumer Services , 21 (5), 788-796.
Neil, P. (2013). “Gratitude Might Be a Foundation for Ethical Behavior.” International encyclopedia of ethics .
Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2016). Factors influencing the effectiveness of relationship marketing: a meta-analysis. Journal of marketing , 70 (4), 136-153.
Watkins, P. C., & McCurrach, D. (2016). Exploring how gratitude trains cognitive processes important to well-being. In Perspectives on Gratitude (pp. 41-54). Routledge.
