Many customer satisfaction studies have concluded that there is a significant relationship between customer satisfaction and loyalty, but this finding has been questioned in that most of the studies focus on measuring the cognitive component of customer satisfaction. This study includes the cognitive component, but focuses on the affective component. It explores the role of emotions in satisfaction, and then compares the predictive ability of the cognitive and affective elements. Key findings are that both positive and negative emotions, and the cognitive component of satisfaction correlate with loyalty. Regression analysis indicates that the affective component serves as a better predictor of customer loyalty than the cognitive component. Further, the best predictor of both overall loyalty and the most reliable dimension of loyalty, positive word of mouth, is positive emotions. Thhe theoretical and practical implications of these findings are discussed.
Frontline employees in traditional customer service units are under increasing pressure to pursue the twin goals of providing quality service while achieving productivity gains by meeting increased sales targets-that is, being service-sales ambidextrous. Drawing from literature on organizational ambidexterity, this study explores forces that facilitate the conversion from a service-only environment to one that emphasizes both sales and service behavior. With a sample of more than 2,306 frontline employees in 267 bank branches, this study examines the impact of contextual variables on service-sales ambidexterity from a multilevel perspective. It then explores the consequences by analyzing objective financial data at the retail branch level, which reveal a significant relationship between ambidexterity and financial performance. Empowerment and transformational leadership are positively associated with service-sales ambidexterity at individual and branch levels; team support is associated with ambidexterity only at the individual employee level. Managers thus should let service workers exercise their own judgment when deciding when or what to up-or cross-sell. The delegation of authority works best for branch office veterans whose service excellence and selling both are recognized and rewarded.
PurposeThe purpose of this study is to develop and refine the theoretical framework underpinning consumer satisfaction emotions and re‐examine the emotions/behavioral intentions link.Design/methodology/approachA quantitative research design was adopted for this study. An extensive and critical review of literature related to consumer satisfaction emotions and consumer behavioral intentions led to the identification of two research questions. A self‐completion questionnaire was developed and administered to hospitality management graduates in Switzerland.FindingsThe PCA suggested that satisfaction emotions were best conceptualized as a three‐dimensional construct that included positive, negative and what the present authors have labeled “bi‐directional” emotions. Moreover, a positive statistically significant relationship between “bi‐directional” emotions and consumer complaining behavior was established through correlation analysis.Research limitations/implicationsThe respondents were studying at a private institution in Switzerland, and as such, the socio‐economic background of the respondents may not be representative of education consumers generally, and of consumers of services in industries other than education.Practical implicationsThe findings reported in this paper indicate that the emotions framework that was developed could provide a valuable resource for managers as segmentation tool, and as an instrument for measuring and monitoring consumer behavioral intentions.Originality/valueThis paper has identified a relationship between specific satisfaction emotions and consumer complaining behavior. As a consequence, a more comprehensive satisfaction emotions scale has been developed that captures a broader range of consumer behavioral intentions. This information should benefit practitioners and researchers alike.
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