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Dominance of Affective over Cognitive Customer Satisfaction in Satisfaction-Loyalty Relationship in Service Encounters

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  • Sinha, Piyush Kumar
  • Mishra, Hari Govind
  • Kaul, Surabhi

Abstract

The paper reports on a study which aims to understand the role of cognitive and affective components of customer satisfaction in service encounters. The paper is structured to explore a brief synthesis of the extant literature on key conceptual issues concerning the role of emotion in service encounters. Subsequently, the paper explores the satisfaction–loyalty relationship when both cognitive and affective component are included. The focus of this study is to investigate the relationship between emotional satisfaction, service quality, customer loyalty, and relationship quality within a retail setting. A total of eight retail stores of Jalandhar city participated in the study. During a two-month data collection period, 200 customers were surveyed. Convenience sampling was employed and self-administered surveys were used to collect data. The Findings emphasize the dominant role of affective component in satisfaction loyalty relationship.

Suggested Citation

  • Sinha, Piyush Kumar & Mishra, Hari Govind & Kaul, Surabhi, 2014. "Dominance of Affective over Cognitive Customer Satisfaction in Satisfaction-Loyalty Relationship in Service Encounters," IIMA Working Papers WP2014-03-15, Indian Institute of Management Ahmedabad, Research and Publication Department.
    • Handle: RePEc:iim:iimawp:12828
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    References listed on IDEAS

    as
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    2. Havlena, William J & Holbrook, Morris B, 1986. "The Varieties of Consumption Experience: Comparing Two Typologies of Emotion in Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(3), pages 394-404, December.
    3. Holbrook, Morris B, et al, 1984. "Play as a Consumption Experience: The Roles of Emotions, Performance, and Personality in the Enjoyment of Games," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(2), pages 728-739, September.
    4. 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.
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