The Gratitude in University-industry Collaboration from a relationship marketing perspective: Antecedents and Consequences

Gratitude in University-industry Collaboration from a relationship marketing perspective: Antecedents and Consequences

Abstract

The relationship between universities and industry (UIRs) is not a new phenomenon. Moreover, the West has made tremendous progress after the Industrial Revolution. Specifically, the University Industrial Relations (UIR) lacks reliable study on (relationships) worth creation, which provides a basis for studying the familiarity gaps found in this field. The primary purpose of this research is to analyze the mediating role of customer appreciation in understanding the connection between relationship benefits (RB) and relationship value (RV). Being grateful to one another is fundamental to maintaining healthy relationships and may provide light on the worth of partnerships as a result of the mutual benefits they give. Thus, the marketing canon is enriched by the research of customer gratitude (CG) as a mediating component in the connection between relationship advantages and value. In conclusion, a survey questionnaire was used to assess the applicability of the CG model to the field of education. The results also show that CG acts as a mediator between the positive aspects of relationships and the value we place on them. The findings of this research demonstrate a robust CG model.