How Gratitude and Self-Image Congruency Can Affect Satisfaction, Trust, Affective Commitment

Wiganda, Siska and Marsasi, Endy Gunanto (2023) How Gratitude and Self-Image Congruency Can Affect Satisfaction, Trust, Affective Commitment. Jurnal Mix : Jurnal Ilmiah Manajemen, 13 (1). pp. 1-17. ISSN 2088-1231 (Submitted)

[thumbnail of Jurnal repository.pdf] PDF
Jurnal repository.pdf
Restricted to Registered users only

Download (1MB) | Request a copy
Official URL / DOI:


Objectives: This thesis aims to determine the effect of perceived relationship marketing investments, self-image congruency, and customer gratitude on satisfaction, trust, and affective commitment perceived by-product customers who are associated with local brands. Methodology: This study uses a quantitative approach by distributing questionnaires. Hypothesis testing using SEM (Structural Equation Model) analysis technique on AMOS 24.0 software. The object used is the brand of consumer goods products. This research was conducted by surveying 305 Y and Z generation customers who have used or are currently using the product. Finding: The results of this study indicate that gratitude has a positive and significant effect on trust and affective commitment, and also has a negative and significant effect on overall satisfaction. Conclusion: This research shows that when the customer has felt the relationship marketing investment that a product or organization has made, then from the customer self will arise positive feelings and a greater sense of gratitude for the product or organization.

Item Type: Article
Uncontrolled Keywords: Affective Commitment; Customer Gratitude; Perceived Relationship Marketing Investment; Satisfaction; Self-Image Congruence; Trust.
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Postgraduate Programs > Master Program in Management
Depositing User: Siska Wiganda
Date Deposited: 10 Apr 2023 08:46
Last Modified: 10 Apr 2023 08:46

Actions (login required)

View Item View Item