Towards An Understanding Of The Relationship Between Mood, Emotions, ServiceQuality And Customer Loyalty Intentions.
Christopher White, Charles Darwin University.
Abstract
The purpose of this study was to explore the relationship between mood states, emotions, perceptions of service quality and consumer loyalty in an extended service context. Aquantitative research design, using multivariate statistical techniques, facilitated the dataanalysis. The sample consisted of 220 students from a private university in Switzerland. Theresults indicated that all of the variables were significantly correlated and mood state wasdemonstrated to influence the way judgements were formed, however the contribution of mood to explaining the variance in loyalty intentions was minimal.Keywords: mood, loyalty intentions, emotions, service quality
Background
Recent work in the customer satisfaction realm has highlighted the key role of affect in theformation of customer satisfaction judgements (Andreassen and Lindestad, 1993;Athanassopoulor, Gounaris, and Stathakopoulos, 2001; Bagozzi, Gopinath and Nyer, 1999;Bloemer and de Ruyter, 1998; Stauss and Neuhaus, 1997). Moreover, it has been establishedthat affect in conjunction with cognitive assessments of a service encounter explain morevariance in customer behavioural intentions than either separately (Liljander and Strandvik,1997 White, 2005; White and Yu, 2005).The view that affective processes involve or somehow include emotions is rarely disputed andwhile emotions have been widely used to operationalize affect as it relates to behaviouralintentions, little attention has been paid to another component of affect (Frijda, 1993), mood.The aim of this study is to review the literature on mood, in particular the role of mood ininfluencing customer judgements and intentions and to identify gap or questions that can beempirically addressed.
Mood
When it comes to understanding the various themes, perspectives and opportunities relating tomood research, many thanks should go to Harri Luomala and Martti Laaksonen (2000).Through a clear and comprehensive literature review, that spaned six decades, these authorshave detailed the evolution of mood definitions and identified studies that have focused on the behavioural consequences of negative mood. At length, and in terms of the former, two mainthemes appear to emerge; the first attempt to answer the question “what are moods?”, andthese tend to focus on the dimensionality of the mood construct. The second definitionaltheme suggests that moods have a purpose or function.A further inspection of the 33 mood definitions considered by Luomala and Laaksonen(2000), suggest that moods are affective states, that include emotions, but can bedifferentiated from emotions on a number of identifiable dimensions. Namely, moods are lessintense, longer lasting and are largely unintentional in that they occur in the absence of areferent object. Moreover, they also incorporate some element of cognitive processing or are‘moderately mediated’ by cognition. It is well known that cognitive processes that include
ANZMAC 2005 Conference: Services Marketing262
perceptions or beliefs, and emotions, have measurable influences on behaviour (Bagozzi,Gopinath, and Nyer, 1999; de Ruyter, Wetzels, and Bloemer, 1998; Inman, Dyer, and Jia,1997; Morris, Woo, Geason, and Kim, 2002; White, 2004; Yu and Dean, 2001), but little isknown about the role mood plays in influencing customer behaviour?In developing a conceptual framework of the interrelationship between mood states andconsumer satisfaction, Prakash (1984-1985) hypothesised that individuals in a positive moodwould be more satisfied than those in either neutral or negative moods. This view wassupported and further developed by Knowles, Grove, and Pickett, (1993), who posited acongruent relationship between mood state and the ability to recall accurate information abouta service encounter. Additionally, they proposed a congruent effect between mood andevaluations of a service encounter and behavioural responses toward the encounter.In a study that focused on the relationship between customer satisfaction, value attainment, positive mood and loyalty, de Ruyter and Bloemer (1999), posited that mood was independentfrom the affective component of satisfaction in that mood was related to the overall service process, whereas the emotional component was related specifically to the service offering.The findings revealed that there was a significant relationship between positive mood andloyalty and that there was a significant positive relationship between satisfaction and positivemood. As customer satisfaction has been shown to have both cognitive and affectivecomponents (White and Yu, 2005), it is unclear from the findings in this study whichcomponent influenced the relationship. Moreover, the addition of positive mood tosatisfaction made a minimal contribution in explaining the variance in loyalty.Further support for the congruence effect was provided by Mattila and Enz (2002) who foundthat consumers post purchase mood was positively related to their overall evaluation of theorganisation and the actual service encounter. Mood however, in this case, and in contrast toobservations made by de Ruyter and Bloemer (1999) was found to have higher correlationswith the service encounter than the overall assessment. Additionally, mood was found to be a better predictor of service encounter and overall evaluations than customer displayedemotions. Mattila and Enz, (2002) did not consider the impact of mood on customer loyalty.Despite considerable attention paid to understanding mood in the psychology domain,surprisingly little has been done in the services management realm, particularly as it relates tocustomer loyalty intentions, and the following research questions will provide the focus study:Research question 1
Is there a relationship between mood, perceptions of service quality, emotions and loyaltyintentions?
Research question 2
Do positive and negative mood states influence the role of emotions and perceptions of service quality in predicting customer loyalty intentions?
Research question 3
Will the addition of mood, to emotions and perceptions of service quality, explain morevariance in consumer loyalty intentions?
ANZMAC 2005 Conference: Services Marketing263
MethodologyMeasures
The assessment of service quality has been seen to be largely a cognitive process (Choi, Cho,Lee, Lee, and Kim, 2004; Montoya and Horton, 2004) and as mood has been posited toconsist of, or be related to cognitive processes, the inclusion of an item to capture a cognitiveassessment was included. Participants were requested to agree or disagree with the statement,
“Overall, the quality of service I have received at
…..
has been of a very high standard”
. Theitem was accompanied by a 7-point scale.Recently measures of emotions developed specifically for service contexts have demonstratedconsistent findings across many studies and provide a valid and reliable means for predictinga broad spectrum of customer purchase intentions (White and Yu, 2005). The typologyadopted for use in this study can be cited in appendix 1. The loyalty subscale within theBehavioural Intentions Battery (Parasuraman, Zeithaml and Berry, 1994) has alsodemonstrated excellent consistency across many studies (Bloemer and Kasper, 1995; deRuyter and Bloemer, 1999; White and Yu, 2005; Yu and Dean, 2001) and has been chosenhere to capture participant’s loyalty intentions (see appendix 2).As suggested by Luomala and Laaksonen (2000), the salient feature of mood definitions aretheir heterogeneity, and the measurement of mood is no exception. Given that mood has beendefined as a transitory feeling state that may be conscious or not, and has no referent object,then trying to articulate such a phenomena is problematic. Fisher (2000) proposed that a facesscale, that uses facial expressions instead of numerical or written descriptions, maybe moreappropriate for such measurement. As such, a faces scale will be used to measure participants’mood, and the faces used in the scale can be found in appendix 3. As with other studies thathave used a faces scale, it will be treated as an interval level of measurement in the analysisthat follows (Keck et al, 1996; McKinley, 2002).
Data collection
Participants in this study were progressing through an undergraduate degree in Switzerlandand were in their 5
th
semester of a 7-semester program delivered in English. It could bedescribed as an extended service encounter as all participants had at least 2 years experiencewith the institution, with 12 months remaining before the participants would complete the program. The questionnaire was in English and a total of 220 usable responses were obtained.
Findings and discussion
The data was screened to ensure that assumptions relating to the use of principal components,cluster, regression and correlation analysis (Coakes and Steed, 1999) were not violated. Theemotions scale was subjected to a Principal Components Analysis with varimax rotation and atwo factor, positive and negative solution, that explained 64% of the total scale variance wasobtained. The items within the positive and negative components and the loyalty scale, weresummated and averaged and used as single variables in the subsequent analyses TheCronbach alpha coefficient for the positive and negative emotion scale and the loyalty scalewere .81, .86 and .86 respectively.Results pertaining to the first research question can be found in Table one. These resultsindicate that mood is significantly correlated with all other constructs. At this level of
ANZMAC 2005 Conference: Services Marketing264
Search History:
Result 00 of 00
00 results for result for
p.
Notes
Load more
