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Customer-to-customer interaction quality, promotion emotion, prevention emotion and attitudinal loyalty in mass services

Customer-to-customer interaction quality, promotion emotion, prevention emotion and attitudinal... The current study aims to explore the relationships between three kinds of customer-to-customer (C2C) interaction quality and brand loyalty via customer promotion and prevention emotions.Design/methodology/approachIn order to test the model, we gathered self-administered data through an online survey. The relationships were examined using structural equation modelling (SEM).FindingsThe findings show that the influence of customer-to-customer interaction quality on promotion/prevention emotion varies: friend-interaction quality evokes both promotion emotion (high-arousal feelings) and prevention emotion (low-arousal feelings), whereas neighbouring customer-interaction quality elicits promotion emotion, and audience-interaction quality elicits prevention emotion. Moreover, the findings show that enhancing both promotion and prevention emotions is crucial to improve customer attitudinal loyalty in mass service settings, and the strength of the link from promotion emotion to attitudinal loyalty is stronger than that from prevention emotion.Practical implicationsThe authors suggest that marketers should focus on facilitating effective friend- and neighbouring customer-interaction to enhance promotion emotion.Originality/valueThe paper contributes to a stream of research on customer-to-customer interaction by exploring the relative influences of three kinds of customer-to-customer interaction quality on customer attitudinal loyalty via post-consumption emotions. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Service Theory and Practice Emerald Publishing

Customer-to-customer interaction quality, promotion emotion, prevention emotion and attitudinal loyalty in mass services

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2055-6225
DOI
10.1108/jstp-08-2019-0172
Publisher site
See Article on Publisher Site

Abstract

The current study aims to explore the relationships between three kinds of customer-to-customer (C2C) interaction quality and brand loyalty via customer promotion and prevention emotions.Design/methodology/approachIn order to test the model, we gathered self-administered data through an online survey. The relationships were examined using structural equation modelling (SEM).FindingsThe findings show that the influence of customer-to-customer interaction quality on promotion/prevention emotion varies: friend-interaction quality evokes both promotion emotion (high-arousal feelings) and prevention emotion (low-arousal feelings), whereas neighbouring customer-interaction quality elicits promotion emotion, and audience-interaction quality elicits prevention emotion. Moreover, the findings show that enhancing both promotion and prevention emotions is crucial to improve customer attitudinal loyalty in mass service settings, and the strength of the link from promotion emotion to attitudinal loyalty is stronger than that from prevention emotion.Practical implicationsThe authors suggest that marketers should focus on facilitating effective friend- and neighbouring customer-interaction to enhance promotion emotion.Originality/valueThe paper contributes to a stream of research on customer-to-customer interaction by exploring the relative influences of three kinds of customer-to-customer interaction quality on customer attitudinal loyalty via post-consumption emotions.

Journal

Journal of Service Theory and PracticeEmerald Publishing

Published: Jul 31, 2020

Keywords: Customer-to-customer interaction quality; Friend-interaction quality; Neighbouring customer-interaction quality; Audience-interaction quality; Promotion emotion; Prevention emotion; Attitudinal loyalty

References