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

Alev Kocak Alan (), Ebru Tumer Kabadayi () and Cengiz Yilmaz ()
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Alev Kocak Alan: Gebze Technical University
Ebru Tumer Kabadayi: Gebze Technical University
Cengiz Yilmaz: Middle East Technical University

Service Business, 2016, vol. 10, issue 4, No 3, 715-735

Abstract: 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.

Keywords: Consumer experiences; Experiential marketing; Emotions; Store loyalty; Retail services (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (9)

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DOI: 10.1007/s11628-015-0288-8

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