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.

Affective commitment and future purchase intentions in the performing arts: An empirical approach

“…Although trust alone is not enough to ensure the return of the consumer, it is an important link because it indirectly (through affective commitment) determines the decision to make a future purchase. Our results are consistent with those of Ranganathan, Madupu, Sen, and Brooks (), who demonstrated that when purchases are through the internet, trust has a direct positive relationship with affective commitment and satisfaction has a direct positive relationship with trust.…”

Outcome versus process value in service delivery

“…The strong affection bonding two parties of the relationship positively influences behavioral loyalty, which is measured as reluctance to search for alternatives, because when two parties are emotionally attached to each other, they may have less motivation to search for alternatives to replace their partners (Ranganathan et al, 2013). Similarly, when the relationship between two parties grows cognitively stronger, both parties may exhibit greater behavioral loyalty.…”

An investigation on the relationship between Service Quality and Customer Loyalty: A mediating role of Customer Satisfaction

“…Previous studies have focused different industries namely, telecommunication (Tarus and Rabach, 2013;Santouridis and Trivellas, 2010), hotel industry (Poku, Zakari and Soali, 2013;Rousan, Razmi and Mohamed, 2010;Lee, Barker and Kadampully, 2003), casinos (Pretice, 2013), tourism (Andreassen and Lindestad, 1998) entertainment, fast food industry, health care, Supermarkets (Bloemer et al, 1999;Rutyer et al, 1998), restaurants (Puja and Yukti, 2011), department stores (Ou et al 2011;Sivadas and Baker-Prewitt, 2000), e-mail service providers (Ranganathan, Madupu, Sen and Brooks, 2013), call centres (Dean, 2002), library service (Kiran and Diljit, 2011) and banking industry (Caruana, 2002;Ganguli and Roy, 2011;Bloemer, Ruyter and Peeters, 1998;Hallowell, 1996;Olorunniwo and Hsu, 2006;Ehigie, 2006) Service quality is one of the important antecedents of customer loyalty which has a direct and indirect impact on the later . Therefore, this is an attractive area for researchers over the last decade in banking sector Ruyter and Peeters, 1998;Caruana, 2002;Dhandabani, 2010;Sureshchandar et al 2002;Mosahab et al 2010).…”