To read this content please select one of the options below:

Affective and cognitive antecedents of customer loyalty towards e-mail service providers

Sampath Kumar Ranganathan (Austin E. Cofrin School of Business, University of Wisconsin – Green Bay, Green Bay, Wisconsin, USA)
Vivek Madupu (Steven L. Craig School of Business, Missouri Western State University, Saint Joseph, Missouri, USA)
Sandipan Sen (Department of Management and Marketing, Donald H. Harrison College of Business, Southeast Missouri State University, Cape Girardeau, Missouri, USA)
John R. Brooks (Houston Baptist University, Houston, Texas, USA)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 24 May 2013




The purpose of this study is to identity cognitive and affective determinants of customer loyalty towards e-mail services, including interrelationships, and to understand the process by which the cognitive and affective antecedents influence customer loyalty.


An online survey was conducted to gather data from Gmail users. Data were analyzed using structural equation modeling.


Results indicate electronic service quality and e-trust (cognitive) impact customer loyalty through affective variables like emotions, satisfaction, e-trust (affective) and affective commitment. Results also indicate that e-mail service providers who intend to build long term relationships with their customers will benefit by investing in emotional factors along with cognitive factors.

Research limitations/implications

A predominantly male audience responded to the research query based on one e-mail service setting. Based on the responses, it was determined that e-mail service providers can benefit by building emotional bonds with customers. Enhancing consumption emotions leads to development of emotional bonds and customer loyalty.


Much of the extant literature has examined the role played by cognitive antecedent variables in determining e-loyalty. Studies that researched the role of affective variables are scant. This paper is unique in that it examines both cognitive and affective variables in determining e-loyalty. This study differs from other studies in that it uses antecedents such as emotions, affective commitment, and e-trust (affective) to determine customer loyalty toward e-mail services. Interrelationships among the antecedents were also explored.



Kumar Ranganathan, S., Madupu, V., Sen, S. and R. Brooks, J. (2013), "Affective and cognitive antecedents of customer loyalty towards e-mail service providers", Journal of Services Marketing, Vol. 27 No. 3, pp. 195-206.



Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

Related articles