The Impact of Consumption Emotions on Service Quality and Customer Satisfaction
AlthoughThis research is supported by the Special Foundation of Key Disciplines of Shaanxi Province (Grant: 00X901) and the Soft Science Foundation of Shaanxi Province (Grant: 2012KRM118) the important role of service quality and customer satisfaction has
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The Impact of Consumption Emotions on Service Quality and Customer Satisfaction Guo-li Pu and Qin Su
Abstract Although the important role of service quality and customer satisfaction has been generally recognized, almost all the studies have been based on the cognition. Recent researches suggest that consumption emotions have important impact on both of them. Based on a framework of “Attribution—Emotion—Action” come up by Weiner, this article develops a model including emotion, cognition, service quality and customer satisfaction. The model and hypotheses are empirically tested, the results indicate that consumption emotions are significantly related to consumer cognitions, both of which have significant influence on total service quality and customer satisfaction. Positive emotions have positively significant influence while negative emotions of self-attribution and external attribution are significantly and negatively related to total service quality and customer satisfaction. Keywords Attribution theory • Consumption emotions • Customer satisfaction • Service quality
This research is supported by the Special Foundation of Key Disciplines of Shaanxi Province (Grant: 00X901) and the Soft Science Foundation of Shaanxi Province (Grant: 2012KRM118) G. Pu () School of Economics and Management, Xi’an University of Technology, Xi’an, PR China School of Management, Xi’an Jiaotong University, Xi’an, PR China e-mail: [email protected] Q. Su School of Management, Xi’an Jiaotong University, Xi’an, PR China e-mail: [email protected] E. Qi et al. (eds.), The 19th International Conference on Industrial Engineering and Engineering Management, DOI 10.1007/978-3-642-37270-4 79, © Springer-Verlag Berlin Heidelberg 2013
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G. Pu and Q. Su
79.1 Introduction There is an increasing interest in consumption emotion and customer behavior in recent years, and great progress has been made in this field based on the theory of psychology and marketing. Compared with the traditional manufacturing industry, customers require more energy and emotional devotion in the service process so as to cope with the interpersonal interactions commonly existing in the service industry. Once understanding the consumption emotions well and taking proper assessments, customer service staff can improve the service efficiency and service quality effectively. With the service quality getting more attentions (such as banks queuing events), it has greater practical significance in improving the service quality through more exploration in the field of consumption emotions. In this paper, the authors analyze the mechanisms how consumption emotion affects customer satisfaction and evaluation of customer service quality. Following is the structure of this paper. The authors first review literatures in the field of service quality, customer satisfaction and consumption emotion. The conceptual model (as shown in Fig. 79.1) and hypotheses are then presented. Third, the authors describe the study method and test the model on the basis of data from questionn
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