Thank You: When and Why Expressions of Gratitude Enhance Consumer Satisfaction and Loyalty

Jamie D. Hyodo, Pennsylvania State University, USA
Karen Page Winterich, Pennsylvania State University, USA
Margaret G. Meloy, Pennsylvania State University, USA
Organizations frequently thank consumers, but what effects do these expressions of gratitude have on consumers? Across four studies, we demonstrate that expressions of gratitude communicated by organizational representatives positively affect consumer attitudes and loyalty intentions, while outlining an important boundary condition (service quality) and process mechanism (disconfirmed expectations).
[ to cite ]:
Jamie D. Hyodo, Karen Page Winterich, and Margaret G. Meloy (2013) ,"Thank You: When and Why Expressions of Gratitude Enhance Consumer Satisfaction and Loyalty", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.