Relationship marketing and gratitude in a membership association

Nathan Vincent, Cynthia Webster

Research output: Contribution to conferencePaper


This study examines gratitude within a membership association. Our aim is to determine the effect of gift giving on gratitude and whether this results in an increase in seller performance and retention. Data were collected through a field study of members from an independent wine club who received an unexpected gift from the club in recognition of their membership patronage and longevity. Results from 804 members suggest that gratitude has a positive influence on seller performance and a positive influence on retention if the gift has a high perceived value and the member has a perceived need for it.
Original languageEnglish
Number of pages22
Publication statusPublished - 2010
EventInternational Consumer Brand Relationships Collequium (1st : 2010) - Orlando, Florida
Duration: 22 Apr 201024 Apr 2010


ConferenceInternational Consumer Brand Relationships Collequium (1st : 2010)
CityOrlando, Florida


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