THE ROLE OF FELT SOCIAL CONNECTION AND RECIPROCATION IN CONSUMER RELATIONSHIP MARKETING

摘要

The link between service gifts and firm-beneficial behaviors (i.e. repurchase, positive WOM, etc.) was mediated by the individual's felt social connection. Further, this process was moderated by the individual's adherence to the norm of positive reciprocity (NPR). Individuals with lower NPR felt higher levels of social connection after receiving a service gift, leading to positive outcomes for the firm.