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Examining the Relationship between Emotions, Customer Satisfaction and Future Behavioral Intentions in Agrotourism


  • Chatzigeorgiou, Chryssoula
  • Christou, Evangelos
  • Kassianidis, Panagiotis
  • Sigala, Marianna


Marketers have been working tirelessly to determine the factors that lead to customer satisfaction presuming that customer satisfaction automatically leads to repeated customers. Service quality, customer satisfaction, customer loyalty and repeat business are issues well recognized and investigated by researchers. Recent theory however suggests that service quality alone doesn’t necessarily encourage customers to repeat their choices, but rather, “complete” customer satisfaction does Thus, the main research question addressed in this paper is how to complete the relationship between “complete” customer satisfaction and repeat business. The customer’s emotions have been proved to be a key determinant to turn a satisfied customer into a repeated one. The research was conducted in 2009, addressed to customers of agrotourism businesses on Lesvos Island and Florina – Greece.

Suggested Citation

  • Chatzigeorgiou, Chryssoula & Christou, Evangelos & Kassianidis, Panagiotis & Sigala, Marianna, 2009. "Examining the Relationship between Emotions, Customer Satisfaction and Future Behavioral Intentions in Agrotourism," MPRA Paper 25355, University Library of Munich, Germany, revised 28 Sep 2009.
  • Handle: RePEc:pra:mprapa:25355

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    References listed on IDEAS

    1. Adaval, Rashmi, 2003. " How Good Gets Better and Bad Gets Worse: Understanding the Impact of Affect on Evaluations of Known Brands," Journal of Consumer Research, Oxford University Press, vol. 30(3), pages 352-367, December.
    2. Pham, Michel Tuan, 1996. " Cue Representation and Selection Effects of Arousal on Persuasion," Journal of Consumer Research, Oxford University Press, vol. 22(4), pages 373-387, March.
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    Cited by:

    1. Gabor, Michalko, 2015. "A content analysis of rural tourism research," MPRA Paper 77416, University Library of Munich, Germany, revised 11 Aug 2015.

    More about this item


    Customer satisfaction; tourism services; agrotourism; emotions; overall satisfaction; expectations; repeated customers;

    JEL classification:

    • O1 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism


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