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The differential effect of cognitive and emotional elements of experience quality on the customer-service provider’s relationship

Ibrahim Alnawas (Department of Marketing, University of Petra, Amman, Jordan)
Jane Hemsley-Brown (Surrey Business School, University of Surrey, Guildford, UK)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 9 January 2018

Issue publication date: 31 January 2018

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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.

Keywords

Citation

Alnawas, I. and Hemsley-Brown, J. (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, Vol. 46 No. 2, pp. 125-147. https://doi.org/10.1108/IJRDM-03-2017-0058

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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