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Exploring the mediating role of affective and cognitive satisfaction on the effect of service quality on loyalty

机译：探索情感和认知满足对忠诚度效应的调解作用

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Understanding customer needs is important for new product development and creation of quality. Both affective and cognitive satisfaction should be taken in to account. Theaffective process gives the understanding about which of the things in the environment are dangerous and the cognitive process helps to form meanings, knowledge and information processing. Both processes are important in shaping customer attitudes toward products or services. One study has shown that emotional satisfaction is positively correlated with relationship quality and customer loyalty. However, similar studies were mostly performed on the emotional side in an environment where the emotional aspect is important. Both cognitive and affective processes are encountered in service businesses. Earlier studies that examined the effect of these factors have not considered an enabler that causes the two types of satisfaction. This study uses an enabler to measure cognitive and affective satisfactions as well as customer loyalty. This approach has a threefold advantage namely data can be tested whether it fits the whole data, the mediating effects of both cognitive and affective satisfaction can be analyzed and both satisfactions can be used as a control to explain loyalty variation. (34 refs.)
机译：了解客户需求对于新产品开发和质量创造至关重要。应该采取情感和认知满足既应考虑过。 TheAfective的过程使得了解环境中的哪些事情是危险的，认知过程有助于形成含义，知识和信息处理。这两个过程在塑造客户对产品或服务的态度方面都很重要。一项研究表明，情绪满足与关系质量和客户忠诚度正相关。然而，在情感方面重要的环境中，在情感方面大多是类似的研究。在服务业务中遇到认知和情感过程。早期研究检查这些因素的效果尚未考虑导致两种满意度的推动者。本研究使用推动者来衡量认知和情感满意度以及客户忠诚度。这种方法具有三倍优势，即数据可以测试数据是否适合整个数据，可以分析认知和情感满足的调解效果，并且都可以用作解释忠诚度变化的控制。 （34参考文献）

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