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).
Participants in this study were progressing through an undergraduate degree in Switzerlandand were in their 5
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
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