Dimensionality of Responses to Customer Satisfaction with Low-Involvement Low-Risk Frequent Purchases: the Example of Grocery Retailing
This working paper explores affective, cognitive, conative and action consequences of customer satisfaction focusing on the dimensionality of responses to satisfaction and their interrelations. For the purpose of the present working paper, affective, cognitive, conative and action consequences of customer satisfaction are operationalised as loyalty dimensions following the recommendations by Oliver (1997). Yet, before applying the analysis to the interrelations of satisfaction and loyalty, the research presented in this working paper tests this commonly recognized factor structure of loyalty and its applicability to retail settings. As a result of the test, a different factor structure emerges that suits the research context better than the commonly recognized loyalty dimensions proposed by Oliver (1997).The working paper looks further into the type of responses to customer satisfaction, revealing affective/emotional rather than cognitive/rational nature of satisfaction consistently with findings by Cadotte, Woodruff and Jenkins (1987), Fornell and Wernerfelt (1987), Halstead, Hartman, and Schmidt (1994), Mano and Oliver (1993), Neal (1999), Oliver (1981, 1989, 1992, 1993, 1997), Spreng, MacKenzie and Olshavsky (1996), Westbrook (1987), Westbrook and Oliver (1991), Westbrook and Reilly (1983) and many other researchers. The research findings presented in this working paper suggest that neither cognitive nor action measures describe satisfaction judgments adequately and additional affective or conative measures are needed for that purpose. The research also finds that Ã¬relativeÃ® mixed cognitive-affective or cognitive-conative measures might also be suited to describe satisfaction judgments as compared to the purely cognitive measures. The affective nature of satisfaction itself is also hypothesized to be the main reason behind the satisfaction influence mainly on affective and to the lesser extent also to cognitive-affective and cognitive-conative dimensions of loyalty, which is revealed in the course of the present research. The empirical part of the working paper is based on a pan-national ad hoc survey of grocery retail customers (999 respondents) carried out in Estonia regarding their grocery and convenience goods retail purchases.
|Date of creation:||2006|
|Publication status:||Published in Working Papers in Economics, School of Economics and Business Administration,Tallinn University of Technology (TUTWPE), Volume 19, Pages 5-33|
|Contact details of provider:|| Postal: Kopli tn. 101, 11712 Tallinn|
Phone: +(372)620 3535
Fax: +(372)620 3946
Web page: http://majandus.ttu.ee
More information through EDIRC
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Bolton, Ruth N & Drew, James H, 1991. " A Multistage Model of Customers' Assessments of Service Quality and Value," Journal of Consumer Research, Oxford University Press, vol. 17(4), pages 375-384, March.
- Westbrook, Robert A & Oliver, Richard L, 1991. " The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction," Journal of Consumer Research, Oxford University Press, vol. 18(1), pages 84-91, June.
When requesting a correction, please mention this item's handle: RePEc:ttu:wpaper:141. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Urve Venesaar)
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 references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link 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 profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.