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02438348033 Solutions to improve the effectiveness of admission communication at the Academy of Journalism and Communication
Admission communication is especially important to higher education institutions, having direct influence on the existence and development of each institution. In the world, there is admission communication department in big names such as Harvard, Oxford and Cambridge University and even in small universities. In the context when higher education institutions are on the road for autonomy in admission and finance, it is extremely important for higher education institutions in Vietnam to build their brand.
Source: Journal of Political Theory and Communications, no 11 (2020).
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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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