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Emotional Versus Functional Attributes Of Delight-And Satisfaction-Mediated Effects On Customer Loyalty, Ipshita Ray
Emotional Versus Functional Attributes Of Delight-And Satisfaction-Mediated Effects On Customer Loyalty, Ipshita Ray
Atlantic Marketing Association Proceedings
This study presents a model in which delight and satisfaction mediate the effects of store characteristics on store outcomes. It is proposed that the impacts of hedonic stimuli and utilitarian stimuli on attitudinal and behavioral loyalty intentions are mediated by customer delight and customer satisfaction simultaneously in a dual process model. To represent various retail-store categories based on the North American Industry Classification of retail categories, data were collected from 8 types of retail stores located in the Northeast United States. Using multi-group structural equation modeling, the author examines the mediating effects of delight and satisfaction on loyalty outcomes. The …