The interplay of cognitions and emotions in building services customers retention

Abstract

Main present models of services on customer loyalty leave little room to emotions; the present paper: 1. (1) Shows a comprehensive picture of the main cognitive components of loyalty. 2. (2) Proposes a model of the impact of emotions (mainly pleasure and arousal) on cognitive components. 3. (3) Proposes a paradigm to explain the effects of arousal on pleasure, which, in turn, affects consumers' loyalty.

Citation

Chebat, J.-C. (2002), "The interplay of cognitions and emotions in building services customers retention", Woodside, A.G. and Moore, E.M. (Ed.) Essays by Distinguished Marketing Scholars of the Society for Marketing Advances (Advances in Business Marketing and Purchasing, Vol. 11), Emerald Group Publishing Limited, Leeds, pp. 17-56. https://doi.org/10.1016/S1069-0964(02)11004-0