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28.07.2015 | Empirical article

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

verfasst von: Alev Kocak Alan, Ebru Tumer Kabadayi, Cengiz Yilmaz

Erschienen in: Service Business | Ausgabe 4/2016

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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.

Vorheriger Artikel Corporate identity management in the banking sector: effects on employees’ identification, identity attractiveness, and job satisfaction

Nächster Artikel How hotels compete on the basis of competitive priorities and their relationship with infrastructural and structural decisions

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Titel: Cognitive and affective constituents of the consumption experience in retail service settings: effects on store loyalty
verfasst von: Alev Kocak Alan
Ebru Tumer Kabadayi
Cengiz Yilmaz
Publikationsdatum: 28.07.2015
Verlag: Springer Berlin Heidelberg
Erschienen in: Service Business / Ausgabe 4/2016
Print ISSN: 1862-8516
Elektronische ISSN: 1862-8508
DOI: https://doi.org/10.1007/s11628-015-0288-8

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