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Cognitive and affective constituents of the consumption experience in retail service settings: effects on store loyalty

Author

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  • Alev Kocak Alan

    (Gebze Technical University)

  • Ebru Tumer Kabadayi

    (Gebze Technical University)

  • Cengiz Yilmaz

    (Middle East Technical University)

Abstract

Based largely on the recently growing experiential marketing stream, this study explores the joint effects of cognitive assessments of and emotional responses to service experiences on store loyalty in a retail service setting. Experience-related cognitions and store-related cognitions based on evaluations of the service experience, as well as the subsequent positive and negative emotional responses on the part of the customers, are modeled and investigated in terms of effects on store loyalty. Empirical data were collected through a survey of 518 consumers in four coffee shops of two major chains. The results suggest that consumer evaluations of the service experience and store environment may influence store loyalty, both directly and indirectly, through both negative and positive emotional arousals. The relative effects of each construct through different mechanisms are the primary research questions investigated in this study. Managerial implications and future research directions are also discussed.

Suggested Citation

  • Alev Kocak Alan & Ebru Tumer Kabadayi & Cengiz Yilmaz, 2016. "Cognitive and affective constituents of the consumption experience in retail service settings: effects on store loyalty," Service Business, Springer;Pan-Pacific Business Association, vol. 10(4), pages 715-735, December.
    • Handle: RePEc:spr:svcbiz:v:10:y:2016:i:4:d:10.1007_s11628-015-0288-8
    DOI: 10.1007/s11628-015-0288-8
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    Cited by:

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    2. Hyeon Mo Jeon & Se Ran Yoo & Seon Hee Kim, 2020. "The Relationships among Experience, Delight, and Recollection for Revisit Intention in Chocolate Exposition," Sustainability, MDPI, vol. 12(20), pages 1-15, October.
    3. Shiu-Wan Hung & Min-Jhih Cheng & Pei-Chun Chiu, 2019. "Do antecedents of trust and satisfaction promote consumer loyalty in physical and virtual stores? a multi-channel view," Service Business, Springer;Pan-Pacific Business Association, vol. 13(1), pages 1-23, March.
    4. Wang, Jiawei, 2023. "The relationship between loneliness and consumer shopping channel choice: Evidence from China," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    5. Blanca Hernández-Ortega & José L. Franco, 2019. "Developing a new conceptual framework for experience and value creation," Service Business, Springer;Pan-Pacific Business Association, vol. 13(2), pages 225-248, June.
    6. WeiWei Chen & Hsiao-Ching Lee, 2018. "How to explain service failure? Impacts of justifications," Service Business, Springer;Pan-Pacific Business Association, vol. 12(2), pages 331-356, June.
    7. Daekil Kim & Byoungsoo Kim, 2018. "An Integrative View of Emotion and the Dedication-Constraint Model in the Case of Coffee Chain Retailers," Sustainability, MDPI, vol. 10(11), pages 1-20, November.
    8. Hyeon Mo Jeon & Se Ran Yoo, 2021. "The relationship between brand experience and consumer-based brand equity in grocerants," Service Business, Springer;Pan-Pacific Business Association, vol. 15(2), pages 369-389, June.

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