2015 anzmac conference2018-10-152018-10-15201520151441-3582http://196.43.179.3:8080/xmlui/handle/123456789/1081.Marketing Strategy and Strategic Marketing - Full papers; 2.Marketing Strategy and Strategic Marketing – Abstracts; 3.Innovation and New Product and Service Development – Full papers; 4.Innovation and New Product and Service Development – Abstracts; 5.Advertising and Sales Promotion – Full papers; 6.Advertising and Sales Promotion – Abstracts; 7.Retailing, Retail Management and Distribution Channels – Full papers; 8.Retailing, Retail Management and Distribution Channels – Abstracts; 9.Marketing Analytics and Marketing Models – Full papers; 10.Marketing Analytics and Marketing Models – Abstracts; 11.Marketing Research Methods – Full papers; 12.Marketing Research Methods – Abstracts...This study aims to demonstrate that employee gratitude plays an important role in the understanding of how employees’ perceived organisational support can enhance employee affective commitment and customer orientation. To achieve this, we synthesise knowledge from internal market orientation and psychology literature and expand the scope of ‘affect theory of positive emotion’ to develop an ‘Employee Gratitude Model’ (EGM). Self-administered surveys were conducted using panel data. Our research suggests that firms should invest energy and resources to design organisational support programmes that stimulate gratitude in their employees in order to build strong employee–organisation and employee-customer relationship. This paper is one of the first to conceptualise and examine the emotion of gratitude in the context of employeeorganisation relationship and test its role in enhancing key favourable organisational outcomes.en-USInternal market orientationCustomer orientationEmployee gratitudeBook