The Differential Effect of Cognitive and Emotional Elements of Experience Quality on the Customer-Service Provider's Relationship

Purpose – The purpose of this paper is twofold: first, to examine the differential effect of two cognitive (i.e. product experience, outcome focussed) and two emotional experiences (i.e. surprise and immersion) on customers’ cognitive outcomes (i.e. satisfaction, trust and value), and customers’ emotional outcomes (i.e. passion, connection and affection); and second, to test the differential effect of customers’ cognitive and emotional outcomes on switching resistance loyalty (SRL). Design/methodology/approach – Survey data were collected from 843 respondents using an online panel in the UK. Structural equation modelling was employed to analyse the data (AMOS 18.0). Findings – First, cognitive experiences had a more significant effect on customers’ cognitive outcomes compared to their effect on customers’ emotional outcomes. Second, emotional experiences had a more significant effect on customers’ emotional outcomes compared to their effect on customers’ cognitive outcomes. Third, the impact of customers’ emotional outcomes on SRL was not significantly higher compared to that of customers’ cognitive outcomes. Fourth, the indirect effect of cognitive experiences on SRL was significantly higher, compared to that of emotional experiences. Originality/value – The key contribution of this research stems from examining the differential effect of cognitive and emotional experiences on different consumers’ cognitive and emotional outcomes, thus providing deeper insights into the nature of the relationship between such variables.