Affective and cognitive antecedents of customer loyalty towards e-mail service providers
Abstract
Purpose
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.
Design/methodology/approach
An online survey was conducted to gather data from Gmail users. Data were analyzed using structural equation modeling.
Findings
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.
Originality/value
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.
Keywords
Citation
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. https://doi.org/10.1108/08876041311330690
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited