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02438348033 Reading Books in the Era of Digital Communication in Vietnam
In the 21st century of digital technology and the rapid development of science and technology, and the explosion of the internet, “reading online” instead of “reading hard-copy books” has become very popular. It is widely argued that this is a revolution in the reading culture because readers with smart and internet-connected devices can read any books that they want without having to go to the bookstore or the library. Is this a good development, which brings several advantages for the audience, saving their time and distance in the future? Is the use of the new device with new “online reading” effective and sustainable? These are the questions that the author aims to answer in his article.
Source: Journal of Political Theory and Communications, no 4 (2019).
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Understanding customer gratitude: Definitions, antecedents, and consequences
Abstract: This paper provides a comprehensive review of customer gratitude literature, examining its conceptual foundations, antecedents (customer-focal and seller-focal), consequences (cognitive, affective, and behavioral outcomes), and identifying critical gaps to advance theoretical understanding and guide future research in relationship marketing. The review identifies methodological limitations including overreliance on quantitative approaches and cross-sectional designs. Future research should employ qualitative methods, longitudinal designs, and examine gratitude in diverse cultural and sectoral contexts, particularly educational services. This paper consolidates fragmented gratitude literature, provides integrated theoretical understanding, and offers a comprehensive research agenda. It advances relationship marketing theory by systematically mapping gratitude's nomological network and identifying critical directions for theoretical and empirical advancement across diverse contexts.
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