Affect versus Cognition in the Chain from Perceived Quality to Customer Loyalty: The Roles of Product Beliefs and Experience |
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| Institution: | 1. Tokyo Institute of Technology, Department of Industrial Engineering and Management, W9-53, 2-12-1 O-okayama, Meguro-ku, Tokyo 152-8552, Japan;2. Bolivian Catholic University San Pablo, Department of Industrial Engineering, M. Marquez Street and Jorge Trigo Andia Park – Tupuraya, Cochabamba, Bolivia;3. Weber State University, Goddard School of Business and Economics, 1337 Edvalson St Dept 3802, Ogden, Utah 84408-3802, USA;1. Department of Management and Marketing, Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong;2. Department of Business Administration, College of Business and Public Policy, University of Alaska Anchorage, Anchorage, AK 99508, United States;1. Department of Marketing, 395 Mendoza College of Business, University of Notre Dame, Notre Dame, IN 46556, USA;2. Department of Marketing, Smeal College of Business, Pennsylvania State University, 468 Business Building, University Park, PA 16802, USA;3. McKinsey & Company, Inc., Am Sandtorkai 77, 20457 Hamburg, Germany;4. McKinsey & Company, Inc., Sophienstraße 26, 80333 Munich, Germany;1. Department Management & Human Resources, University Tenaga Nasional, Pahang Malaysia;2. School of Business and Law, PTPL College, Pulau Pinang Malaysia;1. National University of Singapore, 15 Kent Ridge Drive, Singapore 119245, Singapore;2. China Europe International Business School, Shanghai, China;3. Nelson Mandela Metropolitan University, South Africa;4. Regents’ Professor Emeritus, Georgia Institute of Technology, USA;1. School of Hotel & Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Rd. TST East, Kowloon, Hong Kong, SAR;2. Faculty of Business Administration, University of Macau, Avenida da Universidade, Taipa, Macau, SAR, China;3. Department of Recreation, Park & Tourism Sciences, Texas A&M University, TAMU, 2261 College Station, TX, USA |
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| Abstract: | To support managerial practice and help improve analytical models in retailing, this article extends the literature on processes in the psychological chain of effects from perceived quality to customer loyalty by making three original and fundamental contributions. Based on multilevel structural equation modeling of consumer data from Bolivia, Japan, and the USA, it shows that product beliefs mediate this chain of effects and that cross-over effects connect rational and emotional processes within this chain. Moreover, it elucidates conditions moderating the strength of these emotional and rational processes. Breadth of experience positively moderates the mediating role of product beliefs. Relative price positively moderates the effect of hedonic product beliefs on affective customer satisfaction and negatively moderates the effect of utilitarian product beliefs on cognitive customer satisfaction. Time since purchase positively moderates the role of emotional processes and negatively moderates the role of rational processes. The moderating effects of sensory, affective, and intellectual brand experience support the predictive validity of the research model. Further analyses illuminate how social recognition, customer value co-creation through product usage patterns, and product-service bundling affect product beliefs, as well as how affective and cognitive customer satisfaction influence positive word-of-mouth. |
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| Keywords: | Affect Cognition Customer loyalty Perceived quality Customer satisfaction Product experience |
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