The role of relational antecedents and the effect of experience in the development of service loyalty

This study examines the effect of customer satisfaction, trust, customer delight arousal, delight pleasure, affective commitment, calculative commitment, and involvement on customer loyalty. Recognising that customer-provider relationships transpire over time, the authors also consider the effect of service experience on these relationships for new and repeat purchase customers. Satisfaction, trust, and delight pleasure were ultimately found to generate customer loyalty. In the main, service experience did not influence the interrelationship between the constructs that were examined. These findings have important implications for the management of customer-provider relationships for high involvement services, and for managers who predominantly rely on the measurement of customer satisfaction to monitor customer loyalty