The Impact of Consumption Emotions on Service Quality and Customer Satisfaction

Abstract

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 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.