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Displayed emotions to patronage intention: consumer response to contact personnel performance

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  • Edward Shih-Tse Wang

Abstract

The impact of service on consumers' brand attitudes and patronage intentions serves to stress its importance to service marketers. This study further investigates previous research by proposing an integrative model that examines the hierarchical influence underlying emotions displayed by service personnel and the subsequent effect on consumer behavioural intention in the retail service context. Results indicate that service personnel-displayed emotion hierarchically influences consumers' emotions, satisfaction with service personnel, brand attitude, and patronage intention. Findings also reveal that brand attitude plays a critical mediating role. This work discusses implications for retail service firms and marketing executives, in addition to providing direction for future research.

Suggested Citation

  • Edward Shih-Tse Wang, 2007. "Displayed emotions to patronage intention: consumer response to contact personnel performance," The Service Industries Journal, Taylor & Francis Journals, vol. 29(3), pages 317-329, October.
    • Handle: RePEc:taf:servic:v:29:y:2007:i:3:p:317-329
    DOI: 10.1080/02642060701846747
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    References listed on IDEAS

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    1. Kees Van Montfort & ENNO MASUREL & INGRID VAN RIJN, 2000. "Service Satisfaction: An Empirical Analysis of Consumer Satisfaction in Financial Services," The Service Industries Journal, Taylor & Francis Journals, vol. 20(3), pages 80-94, July.
    2. 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.
    3. 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.
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