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

Gratitude is generally made known through conduct; it is an emotion with a social aspect that is incomplete without inclusion of an act of acknowledgement (Ceaser 2011). This acknowledgement is referred to as an expression of gratitude (EoG). Researchers have investigated the effects of EoGs in interpersonal contexts and have identified a variety of pro-social behaviors affected by EoGs (e.g. McGovern, Ditzian, and Taylor 1975). We extend this research to determine whether EoGs impact consumers’ pro-organizational responses, including satisfaction with the employee, the organization, and loyalty intentions. According to attribution theory (Folkes 1984), consumers’ attitudes and behaviors are influenced by rationally-derived causal inferences. We believe that consumers respond more positively to EoGs upon completing such an attribution. Consumers similarly generate attributions regarding the causes of low-quality service (e.g. Bitner 1990). We anticipate that low-quality attributions will overshadow those associated with an expression of gratitude.