Journal
INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE
Volume 12, Issue 3, Pages 29-56Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.2753/JEC1086-4415120303
Keywords
affective experience; complaint; customer retention; e-service; expectancy confirmation theory; post-adoption behaviors; recommendation; satisfaction
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The interplay between cognition and emotion has been explored in the consumer behavior literature, but the links between cognition-emotion interplay, satisfaction, and post-adoption behaviors have not been integrated in a single model of customer retention. The authors proposed a model that links these constructs and empirically tested it in e-service settings. The results showed that satisfaction is a significant predictor of all three post-adoption behaviors: continuance, complaint, and recommendation. Negative affective response to e-service use was found to directly predict complaint behavior, but positive affect and negative affect did not influence customer satisfaction. The implications of these findings for e-service customer retention theory and practice are delineated.
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