The role of love in satisfied customers' relationships with retailers |
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| Authors: | Hye-Young Kim Youn-Kyung Kim Laura Jolly Ann Fairhurst |
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| Institution: | 1. Retail Merchandising , University of Minnesota , St. Paul, MN, USA hykim@umn.edu;3. Retail and Consumer Sciences , University of Tennessee , Knoxville, TN, USA;4. College of Family and Consumer Sciences , University of Georgia , Athens, GA, USA |
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| Abstract: | This study proposes and tests a model that includes customer love as a measure of satisfied customers' emotional responses to retailers specifically in apparel and grocery store contexts. Customer love was found to partially mediate the effect of service quality on positive word-of-mouth and willingness to pay more. In contrast, customer love was proven to fully mediate the effect of service quality on self-disclosure and competitive insulation. As a control variable, emotional intensity had a positive effect on customer love. The implications of the customer love construct are discussed, as well as limitations and areas for future research. |
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| Keywords: | love service quality satisfaction loyalty retailing |
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