Gratitude in buyer-seller relationships
Wednesday, September 26, 2018 - 07:30
in Psychology & Sociology
Emotions are contagious. They are experienced by and affect the actions of both parties in buyer-seller exchanges. As a result, one emotion in particular, gratitude, elicits perceptions of an undeserved or unearned positive personal outcome as being due to the actions of someone else, the second most common positive emotion that individuals experience. Gratitude has immense value to firms as customer gratitude is linked to increases in share of wallet, sales revenue, sales growth and customer commitment. Additionally, expressions of gratitude can be beneficial for both buyers and sellers as it creates a boost in interpersonal connection.