Index of Paper Presentations for the Parallel Sessions - Academy of ...

When people receive some favour, and feel sense of obligation because of perception that the favour hasbeen given with some malevolent intentions and is socially undesirable in nature, they reciprocate becauseof tit for tat theory. As per tit for tat theory, people do well for good and bad for bad. Since, these feelingsof obligation are unpleasant in nature and are considered as feelings of indebtedness, people would try toget rid of these negative feelings. People change the nature of their behaviour and make in narrow innature (Fadrikson, 1998). It has also been found that receiving a favour which result in feelings ofobligation, would also result in a threat to power of the people and people feel restriction to their actions,till they reciprocate. It also develops a sense of guilt, inequity and distributive in justice (Blue, 1964). Toavoid these feelings, people immediate reciprocate and would develop a negative attitude towards longterm relationship with the other party from whom favour have been received. So we hypothesize thatH7) Customer obligation would results in negative attitudinal loyalty.Control VariablesIt has been well documented that age of the customer (Carstensen, Isaacowitz, & Charles, 1999), productcategory involvement (Petty and Cacchiopo, 1986)., trait gratitude (Emmons, 2004) mood of the customer(Gardner 1985) and phase of relationships (Dawyer, Schurr and Oh, 1987), also have effect on relationbetween relationship marketing investments and customer loyalty, therefore these variables have taken ascontrol variables in the study. Information on gender and age would also be collected to find the impact ofthese variables on gratitude obligation and in turn customer loyalty and purchase intentions (Fischer,1993; Graham and Ickey, 1997; Grossman & Wood, 1993; Kelly & Hutson, 1999).S tru c tu ra lIn v e s tm e n tsS o c ia lIn v e s tm e n tsH 3 (+ V e )H 2 (+ V e )C u s to m e rG ra titu d eH 4 (+ V e )H7 (- Ve)A ttitu d in a l L o y a ltyF in a n c ia lIn v e s tm e n tsH 1 (+ V e )C u s to m e rO b lig a tio nH 5 (+ V e )H 6 (+ Ve)C u s to m e r P u rc h a s eIn te n tio n sProposed Research MethodologySurvey Method