IDEAS home Printed from https://ideas.repec.org/a/eee/jouret/v90y2014i4p567-586.html
   My bibliography  Save this article

Affect versus Cognition in the Chain from Perceived Quality to Customer Loyalty: The Roles of Product Beliefs and Experience

Author

Listed:
  • Frank, Björn
  • Herbas Torrico, Boris
  • Enkawa, Takao
  • Schvaneveldt, Shane J.

Abstract

To support managerial practice and help improve analytical models in retailing, this article extends the literature on processes in the psychological chain of effects from perceived quality to customer loyalty by making three original and fundamental contributions. Based on multilevel structural equation modeling of consumer data from Bolivia, Japan, and the USA, it shows that product beliefs mediate this chain of effects and that cross-over effects connect rational and emotional processes within this chain. Moreover, it elucidates conditions moderating the strength of these emotional and rational processes. Breadth of experience positively moderates the mediating role of product beliefs. Relative price positively moderates the effect of hedonic product beliefs on affective customer satisfaction and negatively moderates the effect of utilitarian product beliefs on cognitive customer satisfaction. Time since purchase positively moderates the role of emotional processes and negatively moderates the role of rational processes. The moderating effects of sensory, affective, and intellectual brand experience support the predictive validity of the research model. Further analyses illuminate how social recognition, customer value co-creation through product usage patterns, and product-service bundling affect product beliefs, as well as how affective and cognitive customer satisfaction influence positive word-of-mouth.

Suggested Citation

  • Frank, Björn & Herbas Torrico, Boris & Enkawa, Takao & Schvaneveldt, Shane J., 2014. "Affect versus Cognition in the Chain from Perceived Quality to Customer Loyalty: The Roles of Product Beliefs and Experience," Journal of Retailing, Elsevier, vol. 90(4), pages 567-586.
    • Handle: RePEc:eee:jouret:v:90:y:2014:i:4:p:567-586
    DOI: 10.1016/j.jretai.2014.08.001
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0022435914000542
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretai.2014.08.001?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Homer, Pamela Miles, 2008. "Perceived quality and image: When all is not "rosy"," Journal of Business Research, Elsevier, vol. 61(7), pages 715-723, July.
    2. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    3. Oliver, Richard L & DeSarbo, Wayne S, 1988. "Response Determinants in Satisfaction Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(4), pages 495-507, March.
    4. Yacine Aït-Sahalia & Jonathan A. Parker & Motohiro Yogo, 2004. "Luxury Goods and the Equity Premium," Journal of Finance, American Finance Association, vol. 59(6), pages 2959-3004, December.
    5. Ran Kivetz & Anat Keinan, 2006. "Repenting Hyperopia: An Analysis of Self-Control Regrets," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(2), pages 273-282, July.
    6. Eugene W. Anderson & Mary W. Sullivan, 1993. "The Antecedents and Consequences of Customer Satisfaction for Firms," Marketing Science, INFORMS, vol. 12(2), pages 125-143.
    7. Naylor, Gillian & Kleiser, Susan Bardi & Baker, Julie & Yorkston, Eric, 2008. "Using transformational appeals to enhance the retail experience," Journal of Retailing, Elsevier, vol. 84(1), pages 49-57.
    8. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    9. Sandra Streukens & Ko de Ruyter, 2004. "Reconsidering Nonlinearity and Asymmetry in Customer Satisfaction and Loyalty Models: An Empirical Study in Three Retail Service Settings," Marketing Letters, Springer, vol. 15(2_3), pages 99-111, July.
    10. Dong, Songting & Ding, Min & Grewal, Rajdeep & Zhao, Ping, 2011. "Functional forms of the satisfaction–loyalty relationship," International Journal of Research in Marketing, Elsevier, vol. 28(1), pages 38-50.
    11. Leonard Lee & On Amir & Dan Ariely, 2009. "In Search of Homo Economicus: Cognitive Noise and the Role of Emotion in Preference Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(2), pages 173-187.
    12. Asher Wolinsky, 1983. "Prices as Signals of Product Quality," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 50(4), pages 647-658.
    13. Thaler, Richard, 1980. "Toward a positive theory of consumer choice," Journal of Economic Behavior & Organization, Elsevier, vol. 1(1), pages 39-60, March.
    14. Westbrook, Robert A & Oliver, Richard L, 1991. "The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(1), pages 84-91, June.
    15. Stoel, Leslie & Wickliffe, Vanessa & Lee, Kyu Hye, 2004. "Attribute beliefs and spending as antecedents to shopping value," Journal of Business Research, Elsevier, vol. 57(10), pages 1067-1073, October.
    16. Jones, Michael A. & Reynolds, Kristy E. & Arnold, Mark J., 2006. "Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes," Journal of Business Research, Elsevier, vol. 59(9), pages 974-981, September.
    17. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    18. Nueno, Jose Luis & Quelch, John A., 1998. "The mass marketing of luxury," Business Horizons, Elsevier, vol. 41(6), pages 61-68.
    19. Gountas, John & Gountas, Sandra, 2007. "Personality orientations, emotional states, customer satisfaction, and intention to repurchase," Journal of Business Research, Elsevier, vol. 60(1), pages 72-75, January.
    20. Fabrizio Di Muro & Kyle B. Murray, 2012. "An Arousal Regulation Explanation of Mood Effects on Consumer Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(3), pages 574-584.
    21. Avinger, Robert L, Jr, 1981. "Product Durability and Market Structure: Some Evidence," Journal of Industrial Economics, Wiley Blackwell, vol. 29(4), pages 357-374, June.
    22. Oliver, Richard L, 1993. "Cognitive, Affective, and Attribute BAses of the Satisfaction Response," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(3), pages 418-430, December.
    23. Nuttavuthisit, Krittinee, 2010. "If you can't beat them, let them join: The development of strategies to foster consumers' co-creative practices," Business Horizons, Elsevier, vol. 53(3), pages 315-324, May.
    24. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
    25. Mano, Haim & Oliver, Richard L, 1993. "Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(3), pages 451-466, December.
    26. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1998. "Assessing Measurement Invariance in Cross-National Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(1), pages 78-90, June.
    27. Alford, Bruce L. & Sherrell, Daniel L., 1996. "The role of affect in consumer satisfaction judgments of credence-based services," Journal of Business Research, Elsevier, vol. 37(1), pages 71-84, September.
    28. Fennis, Bob M. & Das, Enny & Fransen, Marieke L., 2012. "Print advertising: Vivid content," Journal of Business Research, Elsevier, vol. 65(6), pages 861-864.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Badrinarayanan, Vishag & Becerra, Enrique P., 2019. "Shoppers’ attachment with retail stores: Antecedents and impact on patronage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 371-378.
    2. Frank, Björn & Schvaneveldt, Shane J., 2016. "Understanding consumer reactions to product contamination risks after national disasters: The roles of knowledge, experience, and information sources," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 199-208.
    3. Bilgihan, Anil & Barreda, Albert & Okumus, Fevzi & Nusair, Khaldoon, 2016. "Consumer perception of knowledge-sharing in travel-related Online Social Networks," Tourism Management, Elsevier, vol. 52(C), pages 287-296.
    4. Byun, Kyung-Ah (Kay) & Duhan, Dale F. & Dass, Mayukh, 2020. "The preservation of loyalty halo effects: An investigation of the post-product-recall behavior of loyal customers," Journal of Business Research, Elsevier, vol. 116(C), pages 163-175.
    5. Boris Herbas Torrico & Björn Frank & Carlos Arandia Tavera, 2018. "Corporate social responsibility in Bolivia: meanings and consequences," International Journal of Corporate Social Responsibility, Springer, vol. 3(1), pages 1-13, December.
    6. Ampadu, Seth & Jiang, Yuanchun & Debrah, Emmanuel & Antwi, Collins Opoku & Amankwa, Eric & Gyamfi, Samuel Adu & Amoako, Richard, 2022. "Online personalized recommended product quality and e-impulse buying: A conditional mediation analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    7. Andrea Moretta Tartaglione & Ylenia Cavacece & Giuseppe Russo & Giuseppe Granata, 2019. "A Systematic Mapping Study on Customer Loyalty and Brand Management," Administrative Sciences, MDPI, vol. 9(1), pages 1-21, January.
    8. Kumar, Prashant & Polonsky, Micheal Jay, 2019. "In-store experience quality and perceived credibility: A green retailer context," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 23-34.
    9. Nierobisch, Tim & Toporowski, Waldemar & Dannewald, Till & Jahn, Steffen, 2017. "Flagship stores for FMCG national brands: Do they improve brand cognitions and create favorable consumer reactions?," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 117-137.
    10. Ingvardson, Jesper Bláfoss & Nielsen, Otto Anker, 2019. "The relationship between norms, satisfaction and public transport use: A comparison across six European cities using structural equation modelling," Transportation Research Part A: Policy and Practice, Elsevier, vol. 126(C), pages 37-57.
    11. Matsuoka, Kohsuke, 2022. "Effects of revenue management on perceived value, customer satisfaction, and customer loyalty," Journal of Business Research, Elsevier, vol. 148(C), pages 131-148.
    12. Niros, Meletios & Pollalis, Yannis & Niros, Angelica, 2017. "Effective marketing of mobile telecom services through brand personality: Empirical evidence from Greece," MPRA Paper 76477, University Library of Munich, Germany.
    13. Younghoon Chang & Siew Fan Wong & Christian Fernando Libaque-Saenz & Hwansoo Lee, 2019. "e-Commerce Sustainability: The Case of Pinduoduo in China," Sustainability, MDPI, vol. 11(15), pages 1-23, July.
    14. Frank, Björn & Herbas-Torrico, Boris & Schvaneveldt, Shane J., 2021. "The AI-extended consumer: Technology, consumer, country differences in the formation of demand for AI-empowered consumer products," Technological Forecasting and Social Change, Elsevier, vol. 172(C).
    15. Liu-Thompkins, Yuping & Khoshghadam, Leila & Attar Shoushtari, Arjang & Zal, Saeed, 2022. "What drives retailer loyalty? A meta-analysis of the role of cognitive, affective, and social factors across five decades," Journal of Retailing, Elsevier, vol. 98(1), pages 92-110.
    16. Kassemeier, Roland & Haumann, Till & Güntürkün, Pascal, 2022. "Whether, when, and why functional company characteristics engender customer satisfaction and customer-company identification: The role of self-definitional needs," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 699-723.
    17. Kamolsook, Apinya & Badir, Yuosre F. & Frank, Björn, 2019. "Consumers' switching to disruptive technology products: The roles of comparative economic value and technology type," Technological Forecasting and Social Change, Elsevier, vol. 140(C), pages 328-340.
    18. Ou, Yi-Chun & Verhoef, Peter C., 2017. "The impact of positive and negative emotions on loyalty intentions and their interactions with customer equity drivers," Journal of Business Research, Elsevier, vol. 80(C), pages 106-115.
    19. Brian S. Gordon & Masayuki Yoshida & Makoto Nakazawa & Jordan Bass, 2021. "The Role of Pride Feelings in the Team and Fan Community Identification Processes: An Empirical Examination in Professional Sport," Corporate Reputation Review, Palgrave Macmillan, vol. 24(2), pages 76-94, May.
    20. Jessica Strübel & Saheli Goswami & Ji Hye Kang & Rosemary Leger, 2023. "Improving Society and the Planet: Sustainability and Fashion Post-Pandemic," Sustainability, MDPI, vol. 15(17), pages 1-23, August.
    21. Devika Rani Sharma & Smitha Girija & Pratima Merugu, 2022. "Mediating Role of Perceived Health Risk on Customer Experience and Customer Satisfaction: Evidence from the Airline Industry in India During COVID-19," International Journal of Global Business and Competitiveness, Springer, vol. 17(1), pages 31-45, December.
    22. Frank, Björn & Enkawa, Takao & Schvaneveldt, Shane J. & Herbas Torrico, Boris, 2015. "Antecedents and consequences of innate willingness to pay for innovations: Understanding motivations and consumer preferences of prospective early adopters," Technological Forecasting and Social Change, Elsevier, vol. 99(C), pages 252-266.
    23. Pacauskas, Darius & Rajala, Risto & Westerlund, Mika & Mäntymäki, Matti, 2018. "Harnessing user innovation for social media marketing: Case study of a crowdsourced hamburger," International Journal of Information Management, Elsevier, vol. 43(C), pages 319-327.
    24. Ali Abumalloh, Rabab & Ibrahim, Othman & Nilashi, Mehrbakhsh, 2020. "Loyalty of young female Arabic customers towards recommendation agents: A new model for B2C E-commerce," Technology in Society, Elsevier, vol. 61(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hsiu-Hui Chang & Wenchang Fang, 2011. "The effects of shopping value on retail outcomes: a comparison between department stores and hypermarkets," The Service Industries Journal, Taylor & Francis Journals, vol. 32(14), pages 2249-2263, April.
    2. Zha, Dongmei & Marvi, Reza & Foroudi, Pantea, 2023. "Synthesizing the customer experience concept: A multimodularity approach," Journal of Business Research, Elsevier, vol. 167(C).
    3. Friman, Margareta, 2004. "The structure of affective reactions to critical incidents," Journal of Economic Psychology, Elsevier, vol. 25(3), pages 331-353, June.
    4. Arnold, Mark J. & Reynolds, Kristy E. & Ponder, Nicole & Lueg, Jason E., 2005. "Customer delight in a retail context: investigating delightful and terrible shopping experiences," Journal of Business Research, Elsevier, vol. 58(8), pages 1132-1145, August.
    5. Srivastava, Mala & Kaul, Dimple, 2014. "Social interaction, convenience and customer satisfaction: The mediating effect of customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1028-1037.
    6. repec:ipg:wpaper:2014-416 is not listed on IDEAS
    7. Babin, Barry J. & Griffin, Mitch, 1998. "The nature of satisfaction: An updated examination and analysis," Journal of Business Research, Elsevier, vol. 41(2), pages 127-136, February.
    8. Fernando Oliveira Santini & Wagner Junior Ladeira & Claudio Hoffmann Sampaio & Diego Costa Pinto, 2018. "The brand experience extended model: a meta-analysis," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 519-535, November.
    9. Briggs, Elten & Landry, Timothy D. & Daugherty, Patricia J., 2007. "Patronage in continually delivered business service contexts," Journal of Business Research, Elsevier, vol. 60(11), pages 1144-1151, November.
    10. Laros, Fleur J.M. & Steenkamp, Jan-Benedict E.M., 2005. "Emotions in consumer behavior: a hierarchical approach," Journal of Business Research, Elsevier, vol. 58(10), pages 1437-1445, October.
    11. Organ, Kate & Koenig-Lewis, Nicole & Palmer, Adrian & Probert, Jane, 2015. "Festivals as agents for behaviour change: A study of food festival engagement and subsequent food choices," Tourism Management, Elsevier, vol. 48(C), pages 84-99.
    12. Mason, Michela C. & Paggiaro, Adriano, 2012. "Investigating the role of festivalscape in culinary tourism: The case of food and wine events," Tourism Management, Elsevier, vol. 33(6), pages 1329-1336.
    13. Tyrväinen, Olli & Karjaluoto, Heikki & Saarijärvi, Hannu, 2020. "Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    14. Candi, Marina & Jae, Haeran & Makarem, Suzanne & Mohan, Mayoor, 2017. "Consumer responses to functional, aesthetic and symbolic product design in online reviews," Journal of Business Research, Elsevier, vol. 81(C), pages 31-39.
    15. Huré, Elodie & Picot-Coupey, Karine & Ackermann, Claire-Lise, 2017. "Understanding omni-channel shopping value: A mixed-method study," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 314-330.
    16. Zielke, Stephan, 2008. "Exploring asymmetric effects in the formation of retail price satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 15(5), pages 335-347.
    17. Dong, Songting & Ding, Min & Grewal, Rajdeep & Zhao, Ping, 2011. "Functional forms of the satisfaction–loyalty relationship," International Journal of Research in Marketing, Elsevier, vol. 28(1), pages 38-50.
    18. El Hedhli, Kamel & Zourrig, Haithem & Chebat, Jean-Charles, 2016. "Shopping well-being: Is it just a matter of pleasure or doing the task? The role of shopper's gender and self-congruity," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 1-13.
    19. Jiang, Kai & Luk, Sherriff Ting-kwong & Cardinali, Silvio, 2018. "The role of pre-consumption experience in perceived value of retailer brands: Consumers' experience from emerging markets," Journal of Business Research, Elsevier, vol. 86(C), pages 374-385.
    20. Jones, Michael A. & Reynolds, Kristy E. & Arnold, Mark J., 2006. "Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes," Journal of Business Research, Elsevier, vol. 59(9), pages 974-981, September.
    21. Pradeep Kautish & Arpita Khare & Rajesh Sharma, 2022. "Health insurance policy renewal: an exploration of reputation, performance, and affect to understand customer inertia," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(3), pages 261-278, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jouret:v:90:y:2014:i:4:p:567-586. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.