What is it about?
The research study covers grocer retail, restaurants and hotels and focuses on whether emotional or cognitive aspects most affect the decision to switch brands.
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Why is it important?
The research indicates that managers need to monitor and measure levels of customer trust, satisfaction and perceived value on an ongoing basis to reduce customer brand switching.
Perspectives
The research uses a complete structural equation modeling (SEM) approach and therefore there are subtle recommendations regarding a combination of emotional and cognitive approaches to reducing brand switching.
Professor Jane Hemsley-Brown
University of Surrey
Read the Original
This page is a summary of: The differential effect of cognitive and emotional elements of experience quality on the customer-service provider’s relationship, International Journal of Retail & Distribution Management, February 2018, Emerald,
DOI: 10.1108/ijrdm-03-2017-0058.
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