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The Differential Effect of Cognitive and Emotional Elements of Experience Quality on the Customer-Service Provider's Relationship

Alnawas, Ibrahim and Hemsley-Brown, Jane (2018) The Differential Effect of Cognitive and Emotional Elements of Experience Quality on the Customer-Service Provider's Relationship International Journal of Retail & Distribution Management.

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Abstract

Purpose

The purpose of this paper is twofold: first, to examine the differential effect of two cognitive (i.e. product experience, outcome focussed) and two emotional experiences (i.e. surprise and immersion) on customers’ cognitive outcomes (i.e. satisfaction, trust and value), and customers’ emotional outcomes (i.e. passion, connection and affection); and second, to test the differential effect of customers’ cognitive and emotional outcomes on switching resistance loyalty (SRL).

Design/methodology/approach

Survey data were collected from 843 respondents using an online panel in the UK. Structural equation modelling was employed to analyse the data (AMOS 18.0).

Findings

First, cognitive experiences had a more significant effect on customers’ cognitive outcomes compared to their effect on customers’ emotional outcomes. Second, emotional experiences had a more significant effect on customers’ emotional outcomes compared to their effect on customers’ cognitive outcomes. Third, the impact of customers’ emotional outcomes on SRL was not significantly higher compared to that of customers’ cognitive outcomes. Fourth, the indirect effect of cognitive experiences on SRL was significantly higher, compared to that of emotional experiences.

Originality/value

The key contribution of this research stems from examining the differential effect of cognitive and emotional experiences on different consumers’ cognitive and emotional outcomes, thus providing deeper insights into the nature of the relationship between such variables.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
NameEmailORCID
Alnawas, IbrahimUNSPECIFIEDUNSPECIFIED
Hemsley-Brown, JaneJ.Hemsley-Brown@surrey.ac.ukUNSPECIFIED
Date : 2018
Identification Number : 10.1108/IJRDM-03-2017-0058
Copyright Disclaimer : © Emerald Publishing Limited 2018 Published by Emerald Publishing Limited Licensed re-use rights only. This is the accepted manuscript version of the article published as: Ibrahim Alnawas, Jane Hemsley-Brown, (2018) "The differential effect of cognitive and emotional elements of experience quality on the customer-service provider’s relationship", International Journal of Retail & Distribution Management, https://doi.org/10.1108/IJRDM-03-2017-0058
Uncontrolled Keywords : Services experiences; Social exchange variables; Emotional brand attachment; Switching resistance loyalty
Depositing User : Jane Hindle
Date Deposited : 03 Oct 2017 14:12
Last Modified : 22 Jan 2018 11:06
URI: http://epubs.surrey.ac.uk/id/eprint/842457

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