The role of emotion in explaining consumer satisfaction and future behavioural intention

The role of emotion in explaining consumer satisfaction and future behavioural intention Purpose – Service quality and customer satisfaction have traditionally been conceptualised and measured using cognitive indicators. This paper aims to build on the body of literature that recognises the role of emotions in determining customer satisfaction and future behavioural intention. Design/methodology/approach – The focus for this study was a football stadium in which respondents' evaluation of “off pitch” service quality was investigated in the context of emotions aroused by “on pitch” activities. A time‐elapsed three‐stage survey was used to evaluate the respondents and any changes over time. Findings – In a survey of 407 match attendees, emotionally‐based satisfaction was found to be a better predictor of future behavioural intention than cognitive measures of satisfaction. Originality/value – The paper establishes the need to use both emotional and cognitive measures of satisfaction when evaluating overall customer satisfaction and future behavioural intention. It also highlights the unique nature of customer satisfaction in a sporting events venue. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

The role of emotion in explaining consumer satisfaction and future behavioural intention

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0887-6045
DOI
10.1108/08876040810871183
Publisher site
See Article on Publisher Site

Abstract

Purpose – Service quality and customer satisfaction have traditionally been conceptualised and measured using cognitive indicators. This paper aims to build on the body of literature that recognises the role of emotions in determining customer satisfaction and future behavioural intention. Design/methodology/approach – The focus for this study was a football stadium in which respondents' evaluation of “off pitch” service quality was investigated in the context of emotions aroused by “on pitch” activities. A time‐elapsed three‐stage survey was used to evaluate the respondents and any changes over time. Findings – In a survey of 407 match attendees, emotionally‐based satisfaction was found to be a better predictor of future behavioural intention than cognitive measures of satisfaction. Originality/value – The paper establishes the need to use both emotional and cognitive measures of satisfaction when evaluating overall customer satisfaction and future behavioural intention. It also highlights the unique nature of customer satisfaction in a sporting events venue.

Journal

Journal of Services MarketingEmerald Publishing

Published: May 23, 2008

Keywords: Consumer behaviour; Customer satisfaction; Individual psychology

References

  • Emotional learning and organizational change
    Antonacopoulou, E.P.; Gabriel, Y.
  • A comparison of question scales used for measuring customer satisfaction
    Danaher, P.J.; Haddrell, V.
  • Service quality: beyond cognitive assessment
    Edvardsson, B.
  • Measuring quality in restaurant operations: an application of the SERVQUAL instrument
    Lee, Y.L.; Hing, N.

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