Affective and cognitive antecedents of customer loyalty towards e-mail service providers

Sampath Kumar Ranganathan · Vivek Madupu · Sandipan S. Sen

81 citations0/0 files storedJournal of Services Marketing

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Customer Service Quality and Loyalty Digital Marketing and Social Media Technology Adoption and User Behaviour

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.

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References

1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1988Structural equation modeling in practice: A review and recommended two-step approach.1994The Commitment-Trust Theory of Relationship Marketing 1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 1991Emotion And Adaptation 1990The measurement and antecedents of affective, continuance and normative commitment to the organization 1987Developing Buyer-Seller Relationships 1995AFFECT- AND COGNITION-BASED TRUST AS FOUNDATIONS FOR INTERPERSONAL COOPERATION IN ORGANIZATIONS.

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