The dynamic role of emotions in customer loyalty

Yu, T, White, C and Xu, C 2007, 'The dynamic role of emotions in customer loyalty', in ANZMAC 2007 Conference Proceedings, Dunedin, New Zealand, 3-5 December 2007.


Document type: Conference Paper
Collection: Conference Papers

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Title The dynamic role of emotions in customer loyalty
Author(s) Yu, T
White, C
Xu, C
Year 2007
Conference name Reputation, Responsibility, Relevance
Conference location Dunedin, New Zealand
Conference dates 3-5 December 2007
Proceedings title ANZMAC 2007 Conference Proceedings
Publisher University of Otago
Place of publication Dunedin, New Zealand
Abstract This study aims to explore the dynamic role of discrete emotions on customer loyalty intentions during an extended service encounter. Nine discrete emotions, happy, hopeful, positively surprised, angry, depressed, guilty, disappointed, regretful, and humiliated were selected, as these had been used in a similar context, and had demonstrated strong psychometric properties. The predictive ability of a small number of emotions increased significantly over time with positively surprised and regretful serving as the best predictors of customer loyalty in time one, and again in time two, with the addition of hopeful. These emotions were found to be stable at different points of time and across the duration of the encounter and the managerial and research implications of these findings are discussed.
Subjects Marketing not elsewhere classified
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