Asymmetric effects of customer emotions on satisfaction and loyalty in a utilitarian service context

Aude Rychalski and Sarah Hudson
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Sarah Hudson: ESC [Rennes] - ESC Rennes School of Business

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Abstract: This paper investigates the relative effects of customer positive versus negative emotions on satisfaction and loyalty in a utilitarian service setting. In-depth interviews with 20 call-center customers identify emotions and appraisals related to the customer service experience. Regression analysis of subsequent quantitative survey results from 1440 customers of a call-center shows that positive emotions influence satisfaction more strongly than negative emotions. In contrast, negative emotions influence recommendation intentions more strongly than positive emotions in line with prospect theory. However, for ‘higher risk' repatronage the prospect of losses from switching reduces the effect of negative emotions resulting in a symmetric effect of positive and negative emotions on repatronage intentions.

Keywords: Delight theory; Prospect theory; Call-center; Emotions; Loyalty; Satisfaction (search for similar items in EconPapers)
Date: 2017-02
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Citations: View citations in EconPapers (19)

Published in Journal of Business Research, 2017, 71, pp.84-91. ⟨10.1016/j.jbusres.2016.10.014⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02006451

DOI: 10.1016/j.jbusres.2016.10.014

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