... explanation of relationship marketing outcomes. In this regard, this paper has considered gratitude as a significant component of personal relationships, which offers insights into a customer–organisation relationships. Accordingly, this study aims to examine gratitude as a mechanism to predict relationship...

...Kyle A. Huggins; Darin W. White; Betsy Bugg Holloway; John D. Hansen Purpose This study aims to examine how an organization’s Web-based marketing communication strategies drive feelings of customer gratitude and desired behavioral responses. The study specifically examines how a key cultural...