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The implementation of customer equity drivers (CED) as a crucial marketing tactic to surge customer loyalty intentions has received a considerable importance in the literature. However, most of the research done in the past has mainly centralized around western societies. To make it even more interesting is the fact that the significance of customer emotions has been ignored by the previous studies. Therefore, the purpose of this paper to explore the impacts of CED on loyalty intentions along with exploring the moderating role of customer emotions (positive emotions and negative emotions).

A sample of 661 Chinese banking customers was collected by making the use of store-intercept survey design. The gathered data were then utilized to empirically validate the proposed model by making the use of hierarchical moderated regression.

Loyalty intentions were found to be driven by emotions of Chinese banking customers. Consequently, in order to better forecast the loyalty intentions of the customers, the emotional aspect is vital and therefore should be incorporated along with other cognitive aspects (value equity, brand equity and relationship equity).

The managers of the banks should make every effort to make the visit of their customers as pleasant as possible as the emotional responses of customers have a significant impact on the formation of loyalty intentions.

The current study holds its unique contribution by including emotions in the service-oriented settings.

The purpose of this paper is to investigate the significant contribution of emotions along with other conventional loyalty drivers on the loyalty intentions.

The influence of three conventional loyalty drivers, i.e., value equity, brand equity, relationship equity on loyalty intentions was investigated by further exploring the moderating effects of negative and positive emotions. A sample of 834 Pakistani consumers in the supermarkets and banking industries was studied employing store-intercept survey design.

Consumer behavior is driven by emotions in both the supermarkets and banking context. Thus, in order to better predict customer loyalty intentions, the emotional component is crucial and should be included along with other cognitive components.

Since customers’ emotional responses throughout service delivery are strongly linked to loyalty, therefore supermarkets and bank service managers need to make sure that the customers experience with their services as pleasurable as possible and for this purpose, customer service employees need to be trained in order to better understand the customers’ emotional responses during the course of service delivery process.

The present study complements the existing literature regarding the role of emotions in service settings and offers a new point of view for the linkage among emotions, customer equity drivers and customer loyalty intentions.

The purpose of this paper is to investigate the electronic word-of-mouth (eWOM) motivations of regulatory-focused customers with positive and negative consumption experiences.

An online survey is conducted in Beijing and Shanghai. A random sampling technique is used to collect data from 854 respondents. Two scenarios of eWOM communication – positive and negative consumption experiences – are randomly assigned to each respondent. This study employs the structural equation modeling and confirmatory factor analysis techniques. However, it uses ordinary least squares and logistic regression to analyze 137 participants in the experimental study.

Promotion-focused customers that aim for self-enhancement and obtaining social benefits are motivated to spread positive eWOM on social networking sites. However, prevention-focused customers are driven by vengeance and anxiety, revealing higher intentions to post negative eWOM on review sites. eWOM generation is subject to gender, as promotion-focused male customers spread it more than both prevention-focused and promotion-focused female customers. Moreover, platform assistance (PA) has a significant positive impact upon regulatory-focused customers and eWOM (positive vs negative) relationships.

This study provides a deeper understanding of motivational factors of eWOM communication. Specifically, in case of product or service failure, negative consumption experiences drive prevention-focused customers to generate negative eWOM. Thus, using various tactics, marketers need to shift customers from focusing on prevention to focusing on promotion. For example, redeemable free coupons can shift customer attention and generate positive eWOM.

This study provides unique insights about eWOM motivation across genders. It examines regulatory focus, positive vs negative consumption experiences and moderation of PA.