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

There is some debate on what constitutes an adequate sample size for structural equation modelling(SEM). Some researchers consider a sample size of 150 is adequate, while some specify sample size interms of indicator-variable: respondent ratio (Keney, 1998). So going by the second rule, a sample size of300 would be adequate to capture desired variability in the intended research. It is planned to take seventyfive data points for each of category of male, female and age group of 18- 30 years and age group of 31-50years, a total of 75 * 4 = 300 data point.Intended contribution:The proposed research is an attempt to provide affective base to explain the theory of relationshipmarketing. By explaining the mediating role of consumer feelings of gratitude, and consumer feelings ofobligation, the proposed work attempts to explain theory or relationship marketing. It is attempted toexplain the boundary conditions in which customer feels gratitude and would attempt to developrelationships and conditions in which customer feels obligations and show although higher purchaseintentions, yet would result in lower level of customer loyalty.It is also attempted to segregate the relationship investments which contribute to long term relationshipsfrom those relationship investments which contribute to short term relationships. This provides a basis formanagers and marketing practitioners to increase the effectiveness of their relationship marketingprogramme.ReferencesBagozzi, R. P. (1995). Reflections on Relationship Marketing in Consumer Marketing. Journal ofAcademy of Marketing Science, 23, 272-277Baker, M. J. (1992). Research Methods. Marketing Review, 3 (Winter), 167-193.Bar-Tal, D., Bar-Zohar, Y., Greenberg, M. S., & Hermon, M. (1977). Reciprocity behavior in therelationship between donor and recipient and between harm-doer and victim. Sociometry, 40, 293-298.Bartlet, M. Y. and DeSteno, D. (2006). Gratitude and Pro Social Behaviour. Psychological Science, 17,319-325.Ben-Ze‘ev, A. (2000). The Subtlety of Feelings. Cambridge, MA: MIT Press.Berry J., William R. Dardcn, and Milch Criffiii (1994). "Work and/or Fun: Measuring Hedonic andUtilitarian Shopping Value." Journal of Consumer Research. 20 (4), 644-56.Berry, Leonard L. (1996), ―Retailers with a Future,‖ Marketing Management, 5 (Spring), 39–46Berry. Leonard L. (1995). "Relationship Marketing of Services— Growing Interest, EmergingPerspectives." Journal of the Academy of Marketing Science. 23 (4), 236-45.Blau. Peter (1964). Exchange and Power in Social Life. New York; John Wiley & Sons.Bolten, R. (1998). A dynamic model of the duration of the customer‘s relationship with a continuousservice provider: the role of satisfaction, Marketing Science, 17, 45-65.Bollen, Kenneth A, (1989), Structural Equations with Latent Variables. New York: John Wiley & Sons.