Fostering University-Industry Collaboration: Unveiling the Mediating Influence of Gratitude between Relational Benefits and Relationship Value

Authors

  • Iqbal Ahmad The Islamia University of Bahawalpur, Pakistan Author
  • Tariq Maryam NCBA&E Lahore sub campus Rahim Yar Khan Pakistan Author
  • Haq Muhammad Ikram Ul NCBA&E Lahore sub campus Rahim Yar Khan Pakistan Author
  • Sangi Abida Nazir NCBA&E Lahore sub campus Rahim Yar Khan Pakistan Author
  • Haque Raheela Sukkur IBA University Pakistan. Email: raheela@iba-suk.edu.pk Author

Keywords:

Relational Benefits, Customer Gratitude, Relationship Value, University Industrial Relations. Relationship Marketing

Abstract

The relationship between universities and industry (UIRs) has been a significant phenomenon for the past decade. The West has made tremendous progress in this area since the Industrial Revolution. However, there is a need for more reliable studies on UIRs, specifically on the creation of value, which can help identify gaps in this field. This research's primary objective is to analyze gratitude's role in understanding the relationship between relational benefits (RB) and relationship value (RV). To achieve this, a survey questionnaire was used to assess the applicability of the CG model to the field of education. The results indicate that CG mediates the relationship between relationship benefits and relational value. 

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Published

2023-12-31

Issue

Vol. 9 No. 4 (2023)

Section

Articles