Nav: Home

Examining gratitude in buyer-seller relationships

September 24, 2018

BATON ROUGE - Research demonstrates that customer gratitude is linked to increases in share of wallet, sales revenue, sales growth and customer commitment. What about the role of salesperson gratitude in buyer-seller relationships? Does salesperson gratitude motivate behavior that is beneficial to firms? These questions are at the center of a study conducted by Professor Judith Anne Garretson Folse, LSU Department of Marketing, and co-authors Stephanie M. Mangus, assistant professor, Baylor University; Dora E. Bock, assistant professor, Auburn University; and Eli Jones, dean and professor, Texas A&M University.

Their research indicates that salesperson gratitude impacts customer gratitude and customer commitment through the prosocial behaviors -- information sharing and extra-role behaviors -- that occur as a result of the salesperson's gratitude toward the customer. They also found a significant interaction between the length of the buyer-seller relationship and salesperson extra-role behaviors concerning customer gratitude. This indicates that salesperson extra-role behaviors serve as a catalyst for propelling customer relationships forward and that salesperson information sharing serves as a tool to maintain the relationship over time.

Based on these findings, the researchers recommend that salespeople become more aware of and adept at expressing gratitude by taking advantage of opportunities to foster relationships with buyers that are enhanced by expressions of gratitude. Additionally, something as simple as mindfully controlling negative facial expressions can be useful in managing the contagious effects of emotions. Lastly, salespeople are encouraged to engage in extra-role behaviors with buyers to save time and resources by accelerating relationship-building.
Study details and full findings are documented in the paper "Gratitude in Buyer-Seller Relationships," which appears in the September issue of Keller Center Research Report. The full text is available online.

About the Department of Marketing

The Department of Marketing at LSU's E. J. Ourso College of Business prepares its students for careers in management, advertising, buying, product development, retailing and sales. For more information, visit or 225-578-8684.

Louisiana State University

Related Relationship Articles:

Symbiosis as a tripartite relationship
While viruses are typically known for their pathogenic properties, new research findings now also demonstrate a positive influence of bacteriophages on the interaction of host organisms with bacteria.
Timing is everything for the mutualistic relationship between ants and acacias
Ant-acacia plants attract ants by offering specialized food and hollow thorns in which the ants live, while the ant colony in turn defends its acacia against herbivores.
Foodie calls: Dating for a free meal (rather than a relationship)
New psychology research reveals 23-33% of women in an online study say they've engaged in a 'foodie call,' where they set up a date for a free meal.
Combing through someone's phone could lead to end of relationship -- or not
For some people, the thought of their partner, friend or colleague snooping through their phone, reading their texts and emails, is an automatic deal breaker.
How a new father views his relationship with his partner
A new father's views on his changing relationship with his wife or partner may depend in part on how much support he feels from her when he is caring for their baby, a new study suggests.
More Relationship News and Relationship Current Events

Best Science Podcasts 2019

We have hand picked the best science podcasts for 2019. Sit back and enjoy new science podcasts updated daily from your favorite science news services and scientists.
Now Playing: TED Radio Hour

Erasing The Stigma
Many of us either cope with mental illness or know someone who does. But we still have a hard time talking about it. This hour, TED speakers explore ways to push past — and even erase — the stigma. Guests include musician and comedian Jordan Raskopoulos, neuroscientist and psychiatrist Thomas Insel, psychiatrist Dixon Chibanda, anxiety and depression researcher Olivia Remes, and entrepreneur Sangu Delle.
Now Playing: Science for the People

#537 Science Journalism, Hold the Hype
Everyone's seen a piece of science getting over-exaggerated in the media. Most people would be quick to blame journalists and big media for getting in wrong. In many cases, you'd be right. But there's other sources of hype in science journalism. and one of them can be found in the humble, and little-known press release. We're talking with Chris Chambers about doing science about science journalism, and where the hype creeps in. Related links: The association between exaggeration in health related science news and academic press releases: retrospective observational study Claims of causality in health news: a randomised trial This...