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Affective and cognitive antecedents of customer loyalty towards e-mail service providers
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| Zeitschriftentitel: | Journal of Services Marketing |
|---|---|
| Personen und Körperschaften: | , , , |
| In: | Journal of Services Marketing, 27, 2013, 3, S. 195-206 |
| Format: | E-Article |
| Sprache: | Englisch |
| veröffentlicht: |
Emerald
|
| Schlagwörter: |
| author_facet |
Kumar Ranganathan, Sampath Madupu, Vivek Sen, Sandipan R. Brooks, John Kumar Ranganathan, Sampath Madupu, Vivek Sen, Sandipan R. Brooks, John |
|---|---|
| author |
Kumar Ranganathan, Sampath Madupu, Vivek Sen, Sandipan R. Brooks, John |
| spellingShingle |
Kumar Ranganathan, Sampath Madupu, Vivek Sen, Sandipan R. Brooks, John Journal of Services Marketing Affective and cognitive antecedents of customer loyalty towards e-mail service providers Marketing |
| author_sort |
kumar ranganathan, sampath |
| spelling |
Kumar Ranganathan, Sampath Madupu, Vivek Sen, Sandipan R. Brooks, John 0887-6045 Emerald Marketing http://dx.doi.org/10.1108/08876041311330690 <jats:sec> <jats:title content-type="abstract-heading">Purpose</jats:title> <jats:p> – The purpose of this study is to identity cognitive and affective determinants of customer loyalty towards e-mail services, including interrelationships, and to understand the process by which the cognitive and affective antecedents influence customer loyalty. </jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-heading">Design/methodology/approach</jats:title> <jats:p> – An online survey was conducted to gather data from Gmail users. Data were analyzed using structural equation modeling. </jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-heading">Findings</jats:title> <jats:p> – Results indicate electronic service quality and e-trust (cognitive) impact customer loyalty through affective variables like emotions, satisfaction, e-trust (affective) and affective commitment. Results also indicate that e-mail service providers who intend to build long term relationships with their customers will benefit by investing in emotional factors along with cognitive factors. </jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-heading">Research limitations/implications</jats:title> <jats:p> – A predominantly male audience responded to the research query based on one e-mail service setting. Based on the responses, it was determined that e-mail service providers can benefit by building emotional bonds with customers. Enhancing consumption emotions leads to development of emotional bonds and customer loyalty. </jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-heading">Originality/value</jats:title> <jats:p> – Much of the extant literature has examined the role played by cognitive antecedent variables in determining e-loyalty. Studies that researched the role of affective variables are scant. This paper is unique in that it examines both cognitive and affective variables in determining e-loyalty. This study differs from other studies in that it uses antecedents such as emotions, affective commitment, and e-trust (affective) to determine customer loyalty toward e-mail services. Interrelationships among the antecedents were also explored.</jats:p> </jats:sec> Affective and cognitive antecedents of customer loyalty towards e-mail service providers Journal of Services Marketing |
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Journal of Services Marketing |
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| title |
Affective and cognitive antecedents of customer loyalty towards e-mail service providers |
| title_unstemmed |
Affective and cognitive antecedents of customer loyalty towards e-mail service providers |
| title_full |
Affective and cognitive antecedents of customer loyalty towards e-mail service providers |
| title_fullStr |
Affective and cognitive antecedents of customer loyalty towards e-mail service providers |
| title_full_unstemmed |
Affective and cognitive antecedents of customer loyalty towards e-mail service providers |
| title_short |
Affective and cognitive antecedents of customer loyalty towards e-mail service providers |
| title_sort |
affective and cognitive antecedents of customer loyalty towards e-mail service providers |
| topic |
Marketing |
| url |
http://dx.doi.org/10.1108/08876041311330690 |
| publishDate |
2013 |
| physical |
195-206 |
| description |
<jats:sec>
<jats:title content-type="abstract-heading">Purpose</jats:title>
<jats:p> – The purpose of this study is to identity cognitive and affective determinants of customer loyalty towards e-mail services, including interrelationships, and to understand the process by which the cognitive and affective antecedents influence customer loyalty. </jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-heading">Design/methodology/approach</jats:title>
<jats:p> – An online survey was conducted to gather data from Gmail users. Data were analyzed using structural equation modeling. </jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-heading">Findings</jats:title>
<jats:p> – Results indicate electronic service quality and e-trust (cognitive) impact customer loyalty through affective variables like emotions, satisfaction, e-trust (affective) and affective commitment. Results also indicate that e-mail service providers who intend to build long term relationships with their customers will benefit by investing in emotional factors along with cognitive factors. </jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-heading">Research limitations/implications</jats:title>
<jats:p> – A predominantly male audience responded to the research query based on one e-mail service setting. Based on the responses, it was determined that e-mail service providers can benefit by building emotional bonds with customers. Enhancing consumption emotions leads to development of emotional bonds and customer loyalty. </jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-heading">Originality/value</jats:title>
<jats:p> – Much of the extant literature has examined the role played by cognitive antecedent variables in determining e-loyalty. Studies that researched the role of affective variables are scant. This paper is unique in that it examines both cognitive and affective variables in determining e-loyalty. This study differs from other studies in that it uses antecedents such as emotions, affective commitment, and e-trust (affective) to determine customer loyalty toward e-mail services. Interrelationships among the antecedents were also explored.</jats:p>
</jats:sec> |
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| author | Kumar Ranganathan, Sampath, Madupu, Vivek, Sen, Sandipan, R. Brooks, John |
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| description | <jats:sec> <jats:title content-type="abstract-heading">Purpose</jats:title> <jats:p> – The purpose of this study is to identity cognitive and affective determinants of customer loyalty towards e-mail services, including interrelationships, and to understand the process by which the cognitive and affective antecedents influence customer loyalty. </jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-heading">Design/methodology/approach</jats:title> <jats:p> – An online survey was conducted to gather data from Gmail users. Data were analyzed using structural equation modeling. </jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-heading">Findings</jats:title> <jats:p> – Results indicate electronic service quality and e-trust (cognitive) impact customer loyalty through affective variables like emotions, satisfaction, e-trust (affective) and affective commitment. Results also indicate that e-mail service providers who intend to build long term relationships with their customers will benefit by investing in emotional factors along with cognitive factors. </jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-heading">Research limitations/implications</jats:title> <jats:p> – A predominantly male audience responded to the research query based on one e-mail service setting. Based on the responses, it was determined that e-mail service providers can benefit by building emotional bonds with customers. Enhancing consumption emotions leads to development of emotional bonds and customer loyalty. </jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-heading">Originality/value</jats:title> <jats:p> – Much of the extant literature has examined the role played by cognitive antecedent variables in determining e-loyalty. Studies that researched the role of affective variables are scant. This paper is unique in that it examines both cognitive and affective variables in determining e-loyalty. This study differs from other studies in that it uses antecedents such as emotions, affective commitment, and e-trust (affective) to determine customer loyalty toward e-mail services. Interrelationships among the antecedents were also explored.</jats:p> </jats:sec> |
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| spelling | Kumar Ranganathan, Sampath Madupu, Vivek Sen, Sandipan R. Brooks, John 0887-6045 Emerald Marketing http://dx.doi.org/10.1108/08876041311330690 <jats:sec> <jats:title content-type="abstract-heading">Purpose</jats:title> <jats:p> – The purpose of this study is to identity cognitive and affective determinants of customer loyalty towards e-mail services, including interrelationships, and to understand the process by which the cognitive and affective antecedents influence customer loyalty. </jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-heading">Design/methodology/approach</jats:title> <jats:p> – An online survey was conducted to gather data from Gmail users. Data were analyzed using structural equation modeling. </jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-heading">Findings</jats:title> <jats:p> – Results indicate electronic service quality and e-trust (cognitive) impact customer loyalty through affective variables like emotions, satisfaction, e-trust (affective) and affective commitment. Results also indicate that e-mail service providers who intend to build long term relationships with their customers will benefit by investing in emotional factors along with cognitive factors. </jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-heading">Research limitations/implications</jats:title> <jats:p> – A predominantly male audience responded to the research query based on one e-mail service setting. Based on the responses, it was determined that e-mail service providers can benefit by building emotional bonds with customers. Enhancing consumption emotions leads to development of emotional bonds and customer loyalty. </jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-heading">Originality/value</jats:title> <jats:p> – Much of the extant literature has examined the role played by cognitive antecedent variables in determining e-loyalty. Studies that researched the role of affective variables are scant. This paper is unique in that it examines both cognitive and affective variables in determining e-loyalty. This study differs from other studies in that it uses antecedents such as emotions, affective commitment, and e-trust (affective) to determine customer loyalty toward e-mail services. Interrelationships among the antecedents were also explored.</jats:p> </jats:sec> Affective and cognitive antecedents of customer loyalty towards e-mail service providers Journal of Services Marketing |
| spellingShingle | Kumar Ranganathan, Sampath, Madupu, Vivek, Sen, Sandipan, R. Brooks, John, Journal of Services Marketing, Affective and cognitive antecedents of customer loyalty towards e-mail service providers, Marketing |
| title | Affective and cognitive antecedents of customer loyalty towards e-mail service providers |
| title_full | Affective and cognitive antecedents of customer loyalty towards e-mail service providers |
| title_fullStr | Affective and cognitive antecedents of customer loyalty towards e-mail service providers |
| title_full_unstemmed | Affective and cognitive antecedents of customer loyalty towards e-mail service providers |
| title_short | Affective and cognitive antecedents of customer loyalty towards e-mail service providers |
| title_sort | affective and cognitive antecedents of customer loyalty towards e-mail service providers |
| title_unstemmed | Affective and cognitive antecedents of customer loyalty towards e-mail service providers |
| topic | Marketing |
| url | http://dx.doi.org/10.1108/08876041311330690 |