Asymmetric effects of customer emotions on satisfaction and loyalty in a utilitarian service context |
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| Institution: | 1. Univ. Bourgogne Franche Comté, Burgundy School of Business-CEREN, 29 Rue Sambin, 21000 Dijon, France;2. Rennes School of Business, 2, rue Robert d''Arbrissel, 35065 Rennes, France;1. James F. Dicke College of Business Administration, Ohio Northern University, Ada, OH 45810, United States;2. Department of Marketing and International Business, Spears School of Business, Oklahoma State University, Stillwater, OK 74078, United States;3. Department of Marketing and Supply Chain Management, Haslam College of Business, University of Tennessee, Knoxville, TN 37996, United States;1. Università degli Studi di Milano, Department of Social and Political Sciences, Via Conservatorio, 7, 20122 Milan (MI), Italy;2. Warwick Business School, Coventry CV4 7AL, UK;3. Università degli Studi di Milano, Department of Economics, Management and Quantitative Methods, Via Conservatorio, 7, 20122 Milan (MI), Italy |
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| Abstract: | This paper investigates the relative effects of customer positive versus negative emotions on satisfaction and loyalty in a utilitarian service setting. In-depth interviews with 20 call-center customers identify emotions and appraisals related to the customer service experience. Regression analysis of subsequent quantitative survey results from 1440 customers of a call-center shows that positive emotions influence satisfaction more strongly than negative emotions. In contrast, negative emotions influence recommendation intentions more strongly than positive emotions in line with prospect theory. However, for ‘higher risk’ repatronage the prospect of losses from switching reduces the effect of negative emotions resulting in a symmetric effect of positive and negative emotions on repatronage intentions. |
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