The paper examines how gratitude affects consumers in the context of social exchange. It focuses on how gratitude is created in consumers and the role of gratitude expression. The study examines how gratitude is formed and how it influences consumers’ responses to companies and their business practices. The results of a qualitative study, which included two focus groups with a total of 12 participants, show that gratitude plays an important role in building trust, commitment and positive evaluations of companies and their practices. Gratitude also stimulates consumers’ willingness to generate positive word-of-mouth and purchasing behaviour.

Rights

URN

URN:NBN:SI:DOC-3ZQXTKPP

COBISSID

254900227

Added

06.07.2026

Metadata

Citation

APA:

Benčec, Erika, Podnar, Klement (2025). Pomen hvaležnih porabnikov za podjetje. Akademija MM, volume 16, issue 31, str. 11-21. URN:NBN:SI:DOC-3ZQXTKPP from http://www.dlib.si

MLA:

Benčec, Erika, Podnar, Klement. "Pomen hvaležnih porabnikov za podjetje." Akademija MM volume 16. issue 31 (2025) str. 11-21.
<http://www.dlib.si/?URN=URN:NBN:SI:DOC-3ZQXTKPP>

Akademija MM
1997-
(Assembly record)