Article2008

The Moderating Influence of Enjoyment on Customer Loyalty

39 citations0/0 files storedAustralasian Marketing Journal (AMJ)

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Customer Service Quality and Loyalty Technology Adoption and User Behaviour Consumer Behavior in Brand Consumption and Identification

Abstract

As youth use mobile services for utilitarian and hedonic purposes, their evaluations of mobile service providers may relate to cognitive determinants of service quality, value, and switching costs as well as to affective enjoyment. The findings showed that cognitive determinants related significantly to loyalty, but enjoyment did not. A follow-up investigation suggested that enjoyment moderated relationships between these cognitive determinants and loyalty. Service quality and value related more to loyalty when enjoyment was low, implying that youth who used mobile services for utilitarian purposes were mainly concerned with the services’ quality and value. Conversely, switching costs related more to loyalty when enjoyment was high. Youth who enjoyed common mobile services with peers perceived barriers to switching because using different mobile service providers might distance youth from their peers. This study extends research on hedonic consumption, particularly with Australian youth and mobile services, and offers future research and managerial implications.

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References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 2025Advances in Consumer Research 1996The Behavioral Consequences of Service Quality 1979Review of Psychometric theory (2nd ed.).1992Measuring Service Quality: A Reexamination and Extension 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1994Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value 1982Hedonic Consumption: Emerging Concepts, Methods and Propositions

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