43-2 The Role of Gratitude in Relationship Marketing: An Example of Special Education Schools
In this study, the subjects were the parents of the students who had been receiving the special education in Taiwan. This study thoroughly investigated the role played by gratitude in relationship marketing. In other words, explored in relationship marketing, the influences of relational benefit, teacher expertise, and parent-teacher communication on parent gratitude and discussed the association of parent gratitude and parent loyalty. Under purposive sampling, we collected 410 questionnaires, and used structural equation modeling to do path analysis within latent variables. The findings of the study were (1) The major reasons which affected parent gratitude were relationship benefit, teacher expertise and parent-teacher communication, and these three variables all had positive influences on parent gratitude. (2) Parent gratitude produced not only positive emotion-reciprocity but also negative emotion-guilty. (3) Parent gratitude directly and positively affected parent loyalty. (4) Positive emotion-reciprocity had positive influence on parent loyalty but negative emotion-guilty did not have significant influence on parent loyalty.
Keywords
gratitude ； loyalty ； relationship marketing ； special education
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