David J. Burns and Lewis Neisner
To examine the relative roles played by cognition and emotion in the development of customer satisfaction in a retail setting.
Abstract
Purpose
To examine the relative roles played by cognition and emotion in the development of customer satisfaction in a retail setting.
Design/methodology/approach
An experimental design was employed. Study participants were exposed one of two expectation scenarios depicting past experience with an unnamed retail store, with one developed to build high expectations and one developed to create low expectations. Study participants were then exposed to one of two performance scenarios depicting a new experience with the unnamed retail store, with one depicting a successful pleasurable experience and one depicting a performance failure. Participants were also asked to complete scales measuring their cognitive evaluation of the perceived performance and their emotional reaction to the perceived performance.
Findings
Both cognitive evaluation and emotional reaction were found to explain the level of satisfaction experienced in a retail setting. As opposed to a service setting, however, cognitive evaluation was found to be more important than emotional reaction in explaining customer satisfaction. When the individual treatment levels were examined, anger/delight and shame were observed to be significant only for the third treatment level (high expectations/poor performance).
Practical implications
The findings suggest that retailers whose customers possess high expectations will need to place explicit attention on their customers' emotions. If a performance is deemed as negative, not only will the negative performance affect level of satisfaction, but also the negative emotions associated with the poor performance will also likely affect level of satisfaction.
Originality/value
The paper examines the role of emotion in developing customer satisfaction in a retail setting.
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Sampath Kumar Ranganathan, Vivek Madupu, Sandipan Sen and John R. Brooks
The purpose of this study is to identity cognitive and affective determinants of customer loyalty towards e-mail services, including interrelationships, and to understand the…
Abstract
Purpose
The purpose of this study is to identity cognitive and affective determinants of customer loyalty towards e-mail services, including interrelationships, and to understand the process by which the cognitive and affective antecedents influence customer loyalty.
Design/methodology/approach
An online survey was conducted to gather data from Gmail users. Data were analyzed using structural equation modeling.
Findings
Results indicate electronic service quality and e-trust (cognitive) impact customer loyalty through affective variables like emotions, satisfaction, e-trust (affective) and affective commitment. Results also indicate that e-mail service providers who intend to build long term relationships with their customers will benefit by investing in emotional factors along with cognitive factors.
Research limitations/implications
A predominantly male audience responded to the research query based on one e-mail service setting. Based on the responses, it was determined that e-mail service providers can benefit by building emotional bonds with customers. Enhancing consumption emotions leads to development of emotional bonds and customer loyalty.
Originality/value
Much of the extant literature has examined the role played by cognitive antecedent variables in determining e-loyalty. Studies that researched the role of affective variables are scant. This paper is unique in that it examines both cognitive and affective variables in determining e-loyalty. This study differs from other studies in that it uses antecedents such as emotions, affective commitment, and e-trust (affective) to determine customer loyalty toward e-mail services. Interrelationships among the antecedents were also explored.
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Márcia Maurer Herter, Cristiane Pizzutti dos Santos and Diego Costa Pinto
Research suggests that women demonstrate higher levels of shopping satisfaction, recommendation, return intentions, and hedonic shopping than men. However, is it possible to…
Abstract
Purpose
Research suggests that women demonstrate higher levels of shopping satisfaction, recommendation, return intentions, and hedonic shopping than men. However, is it possible to reduce the effects of gender on shopping behaviour? The purpose of this paper is to explore how the interaction between gender and emotions affects consumers’ shopping behaviour outcomes.
Design/methodology/approach
Two studies show the effects of gender and emotions on shopping behaviour outcomes. Study 1 is a field experiment that tests the effects of gender and emotions (positive vs neutral) on consumer satisfaction, recommendation, and return intentions. Study 2 is a laboratory experiment that explores the effects of gender and emotions (positive, neutral, and negative) on hedonic shopping.
Findings
Results demonstrate that positive (vs neutral) emotions increase shopping behaviour outcomes for men, to reach the same level as for women. The findings also indicate that retail environment perception mediates the effects. Moreover, the results show that positive emotions increase levels of hedonic shopping for men and that negative emotions reduce levels of hedonic shopping for women.
Practical implications
This paper helps retailers enhance shopping behaviour outcomes in retail environments. From a managerial perspective, the findings also provide insights on how to improve shopping behaviour outcomes for male consumers.
Originality/value
This paper shows how to reduce gender effects on consumer shopping behaviour outcomes by activating specific emotions in retail environments. This research also demonstrates the mediating role of retail environment perception.
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Christer Strandberg, Olof Wahlberg and Peter Öhman
The purpose of this paper is to explore the possible usefulness of a combined multi‐attribute and Kano model in analysing how service quality is perceived by mass affluent bank…
Abstract
Purpose
The purpose of this paper is to explore the possible usefulness of a combined multi‐attribute and Kano model in analysing how service quality is perceived by mass affluent bank customers. More precisely, to identify quality dimensions, attributes, and items in terms of taken‐for‐granteds, proportionals, delighters, and neutrals.
Design/methodology/approach
Using a survey, the authors measured how mass affluent customers in one region in a major Swedish bank perceived service quality. Responses were analysed with reference to both multi‐attribute service quality and Kano models.
Findings
The combined model seems to provide some guidance regarding how service quality is perceived by bank customers in the mass affluent segment. The significant number of neutral items reveals potentially wasted resources. The finding of only one delighter item reveals that mass affluent customers are difficult to please. However, substantial heterogeneity exists in customer perceptions of the service quality items investigated.
Research limitations/implications
This exploratory study examines only one bank in one region in one country, implying a need for additional research applying this combined model and other methods to investigate private banking in the mass affluent segment.
Practical implications
The significant number of neutrals implies that banks might be more efficient if they avoided spending resources on such items. The conspicuous spread in conceptions of service quality items suggests that bank managers and personal bankers may benefit from co‐creating services with mass affluent customers.
Social implications
Banks are intermediates on financial markets. Improved and customized service quality could make mass affluent customers inclined to invest their resources in ways that promote economic growth.
Originality/value
In addition to traditional measurement models, the Kano model may contribute to service quality assessment in private banking.
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This chapter focuses on tourism from Australia to Gallipoli to attend Anzac Day commemorations. The research examines diary excerpts of tourists to Gallipoli using theory on…
Abstract
This chapter focuses on tourism from Australia to Gallipoli to attend Anzac Day commemorations. The research examines diary excerpts of tourists to Gallipoli using theory on emotions to gain insights into the consumption experience. We describe this tourist experience as a pilgrimage, as it is purposeful and is aimed at reaching a specific destination that has spiritual meaning for the consumer. We found that this tourist experience elicits both positively and negatively valanced emotions. The findings highlight that not all tourism experiences elicit hedonically related emotions; however, the outcome of the experience can be positive. Further research on emotions that explores this paradox between emotions in consumption and emotions in post-consumption will assist to understand the ways in which consumers process their emotions within this context.
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Arturo Molina, David Martín‐Consuegra and Águeda Esteban
The purpose of this paper is to investigate the impact of relational benefits on customer satisfaction in retail banking. This paper presents a causal model that identifies a…
Abstract
Purpose
The purpose of this paper is to investigate the impact of relational benefits on customer satisfaction in retail banking. This paper presents a causal model that identifies a connection between the relational benefits achieved through a stable and long‐term relationship with a given bank and customer satisfaction with retail banking.
Design/methodology/approach
Based on a theoretical framework regarding the relationship between relational benefits and customer satisfaction, an empirical study using a sample of 204 bank customers was conducted, and the theoretical model is tested. Multi‐item indicators from prior studies were employed to measure the constructs of interest, and the proposed relationships were tested using structural equations modeling methods.
Findings
The results show that confidence benefits have a direct, positive effect on the satisfaction of customers with their bank. However, special treatment benefits and social benefits did not have any significant effects on satisfaction in a retail banking environment.
Research limitations/implications
This study was conducted in a retail banking setting, and may not be generalized in other service sectors. It has also focused on the relationship between relational benefits and satisfaction, while other factors that may have an influence on consumer satisfaction have not been considered.
Practical implications
The findings suggest that banks can create customer satisfaction through relational strategies that focus on building customer confidence. Therefore, frontline employees should be committed to establishing and maintaining confidence benefits for customers.
Originality/value
Interest in the subjects of relational benefits and customer satisfaction has been growing among marketing researchers and practitioners. The present study provides useful information on the relationship between customer satisfaction and specific relational benefits in retail banking.
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Dae Jung Bae and Choon Seong Leem
Despite the importance of the service design process, existing prototyping methods still have technical limitations, thus hampering the development of realistic service-experience…
Abstract
Purpose
Despite the importance of the service design process, existing prototyping methods still have technical limitations, thus hampering the development of realistic service-experience simulations that can effectively reproduce service delivery situations and environments. In this study, a service-prototyping method based on 3D virtual reality (VR) technologies, the physical environment of a test bed, and related standard management procedures are described. In addition, a service-prototyping process for a servicescape is proposed based on a case study of an actual duty-free shop. The paper aims to discuss these issues.
Design/methodology/approach
The study adopts a qualitative approach, using case studies to undertake a design and improvement plans for brand guidance structures for the brand observation convenience of customers in a duty-free shop.
Findings
The findings of the study suggested environmental components and concept of 3D VR based test bed as an effective tool at the stage of service prototyping the core of new service development (NSD), and introduced practical methods for service prototyping in actual duty-free shop. The case study is significant due to the fact that it proved validity and practicality of the methods applied to service prototyping topic derivation and test process through target service analysis rather than optimal alternative selection.
Practical implications
This study emphasizes the importance of prototyping during NSD and the value of the service prototyping test bed for practical use. It also proposes guidelines for the establishment and management of the test bed.
Originality/value
In terms of service design research, this study also presented detailed operating procedures and methods through the new concept and in-depth case study of service prototyping using 3D VR technology.
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Andreas Aldogan Eklund and Miralem Helmefalk
The purpose of this paper is to develop a comprehensive conceptual framework of visual-tactile interplay and consumer responses in brand, product and servicescape contexts.
Abstract
Purpose
The purpose of this paper is to develop a comprehensive conceptual framework of visual-tactile interplay and consumer responses in brand, product and servicescape contexts.
Design/methodology/approach
This paper performs a literature review of visual-tactile interplay by reviewing prior research in marketing and psychology.
Findings
The review reveals that visual-tactile interplay provokes various consumer responses depending on whether brands, products or servicescapes are used. The paper develops a comprehensive conceptual framework mapping out visual-tactile interplay and the relationship with consumers’ cognition, emotions and behaviors.
Research limitations/implications
A conceptual model was developed with a novel view on how visual and tactile cues can together influence consumer responses.
Practical implications
This paper shows how visual-tactile interplay is successful in brand, product and servicescape contexts and provides practical insight for firms into how to provoke consumers’ cognitive, emotional and behavioral responses.
Originality/value
This paper contributes to existing literature by developing a conceptual framework and model of visual-tactile interplay and consumer responses by drawing on research in marketing and psychology.