Analysis of the Effect of Cynicism and Empathy on Reciprocity and Reciprocity on Gratitude in Service Company

DOI

10.2991/aebmr.k.200520.055How to use a DOI?

Keywords

cynicism, empathy, gratitude, reciprocity

Abstract

The purpose of this study was to analyze the effect of cynicism and empathy on reciprocity and reciprocity toward consumer gratitude in the service company. Primary data were collected through survey online with questionnaire from 203 respondents in Bengkulu Indonesia. The data was further using SEM with AMOS tool to examines effects between independent and dependent variables. Data analysis is used confirmatory factor analysis, assessment of normality, and regression weights. The results indicate that cynicism has negative effect on gratitude, cynicism and empathy have positive effects on reciprocity respectively, empathy has positive effects on reciprocity and also reciprocity has positive effects on gratitude.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Seprianti Eka Putri
AU  - Dewi Rahmayanti
AU  - Syaiful Anwar
AU  - Febzi Fiona
AU  - Anggri Puspita Sari
AU  - Afriza Damayanti
PY  - 2020
DA  - 2020/05/23
TI  - Analysis of the Effect of Cynicism and Empathy on Reciprocity and Reciprocity on Gratitude in Service Company
BT  - Proceedings of the 5th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2019)
PB  - Atlantis Press
SP  - 329
EP  - 335
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200520.055
DO  - 10.2991/aebmr.k.200520.055
ID  - Putri2020
ER  -