دانلود مقاله ISI انگلیسی شماره 114208
کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
114208 2017 10 صفحه PDF سفارش دهید 9032 کلمه
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
The impact of positive and negative emotions on loyalty intentions and their interactions with customer equity drivers
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Business Research, Volume 80, November 2017, Pages 106-115

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چکیده انگلیسی

Customer equity drivers (CEDs) include value, brand, and relationship equity, which have a strong link with loyalty intentions. This study aims to examine the incremental effects of positive and negative emotions on loyalty intentions and to determine whether these emotions moderate the positive link between CEDs and loyalty intentions. We use customer data with 102 leading firms across eighteen services industries in the Netherlands. The results show that (1) positive and negative emotions have incremental effects on loyalty intentions, (2) positive emotions weaken the positive link (negative interaction), and (3) negative emotions strengthen the positive link, but only for brand and relationship equity (positive interaction). Thus, positive and negative emotions also explain loyalty intentions. However, managers should be cautious when combining CEDs with positive and negative emotions. We provide a strategic matrix to help managers arrive at effective combinations.

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پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.