Customer Gratitude In Relationship Marketing Strategies: A Cross-Cultural E-Tailing Perspective

PurposeThis 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 characteristic, ethnic identity, works in conjunction with Web quality to influence customers' gratitude perceptions, thereby driving increases in positive word of mouth, repeat purchase intentions and price tolerance.Design/methodology/approachA major soccer e-retailer based in the USA collected survey data for the study. The authors examined the direct and indirect effects of Web quality through conditional process analysis.FindingsStudy findings indicate that customers' Web quality and ethnic identity perceptions significantly influence customer gratitude and performance outcomes. Study findings also demonstrate the central mediating role of gratitude on the main and interactive effects of Web quality and ethnic identity.Originality/valueThis research demonstrates empirical support for the successful deployment of relationship marketing efforts that impact all three dimensions (affect, cognition and behavioral intention) of customer gratitude.