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Communities & Collections
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Cognitive and affective constituents of the consumption experience in retail service settings: effects on store loyalty
Date
2016-12-01
Author
Alan, Alev Kocak
Kabadayi, Ebru Tumer
Yılmaz, Cengiz
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This work is licensed under a
Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License
.
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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.
Subject Keywords
Consumer experiences
,
Experiential marketing
,
Emotions
,
Store loyalty
,
Retail services
URI
https://hdl.handle.net/11511/46315
Journal
SERVICE BUSINESS
DOI
https://doi.org/10.1007/s11628-015-0288-8
Collections
Department of Business Administration, Article