The Moderating Influence of Enjoyment on Customer Loyalty

R. Lee, Jamie Murphy

Research output: Contribution to journalArticle

17 Citations (Scopus)

Abstract

As youth use mobile services for utilitarian and hedonic purposes, their evaluations of mobile service providers may relate to cognitive determinants of service quality, value, and switching costs as well as to affective enjoyment. The findings showed that cognitive determinants related significantly to loyalty, but enjoyment did not. A follow-up investigation suggested that enjoyment moderated relationships between these cognitive determinants and loyalty. Service quality and value related more to loyalty when enjoyment was low, implying that youth who used mobile services for utilitarian purposes were mainly concerned with the services' quality and value. Conversely, switching costs related more to loyalty when enjoyment was high. Youth who enjoyed common mobile services with peers perceived barriers to switching because using different mobile service providers might distance youth from their peers. This study extends research on hedonic consumption, particularly with Australian youth and mobile services, and offers future research and managerial implications.
Original languageEnglish
Pages (from-to)11-21
JournalAustralasian Marketing Journal
Volume16
Issue number2
DOIs
Publication statusPublished - 2008

Fingerprint

Mobile services
Customer loyalty
Enjoyment
Loyalty
Service value
Peers
Service quality
Service provider
Switching costs
Quality of service
Evaluation
Hedonic consumption

Cite this

@article{9617a23a5e134cc9b9c501f692abf6f8,
title = "The Moderating Influence of Enjoyment on Customer Loyalty",
abstract = "As youth use mobile services for utilitarian and hedonic purposes, their evaluations of mobile service providers may relate to cognitive determinants of service quality, value, and switching costs as well as to affective enjoyment. The findings showed that cognitive determinants related significantly to loyalty, but enjoyment did not. A follow-up investigation suggested that enjoyment moderated relationships between these cognitive determinants and loyalty. Service quality and value related more to loyalty when enjoyment was low, implying that youth who used mobile services for utilitarian purposes were mainly concerned with the services' quality and value. Conversely, switching costs related more to loyalty when enjoyment was high. Youth who enjoyed common mobile services with peers perceived barriers to switching because using different mobile service providers might distance youth from their peers. This study extends research on hedonic consumption, particularly with Australian youth and mobile services, and offers future research and managerial implications.",
author = "R. Lee and Jamie Murphy",
year = "2008",
doi = "10.1016/S1441-3582(08)70011-9",
language = "English",
volume = "16",
pages = "11--21",
journal = "Australasian Marketing Journal",
issn = "1839-3349",
publisher = "Pergamon",
number = "2",

}

The Moderating Influence of Enjoyment on Customer Loyalty. / Lee, R.; Murphy, Jamie.

In: Australasian Marketing Journal, Vol. 16, No. 2, 2008, p. 11-21.

Research output: Contribution to journalArticle

TY - JOUR

T1 - The Moderating Influence of Enjoyment on Customer Loyalty

AU - Lee, R.

AU - Murphy, Jamie

PY - 2008

Y1 - 2008

N2 - As youth use mobile services for utilitarian and hedonic purposes, their evaluations of mobile service providers may relate to cognitive determinants of service quality, value, and switching costs as well as to affective enjoyment. The findings showed that cognitive determinants related significantly to loyalty, but enjoyment did not. A follow-up investigation suggested that enjoyment moderated relationships between these cognitive determinants and loyalty. Service quality and value related more to loyalty when enjoyment was low, implying that youth who used mobile services for utilitarian purposes were mainly concerned with the services' quality and value. Conversely, switching costs related more to loyalty when enjoyment was high. Youth who enjoyed common mobile services with peers perceived barriers to switching because using different mobile service providers might distance youth from their peers. This study extends research on hedonic consumption, particularly with Australian youth and mobile services, and offers future research and managerial implications.

AB - As youth use mobile services for utilitarian and hedonic purposes, their evaluations of mobile service providers may relate to cognitive determinants of service quality, value, and switching costs as well as to affective enjoyment. The findings showed that cognitive determinants related significantly to loyalty, but enjoyment did not. A follow-up investigation suggested that enjoyment moderated relationships between these cognitive determinants and loyalty. Service quality and value related more to loyalty when enjoyment was low, implying that youth who used mobile services for utilitarian purposes were mainly concerned with the services' quality and value. Conversely, switching costs related more to loyalty when enjoyment was high. Youth who enjoyed common mobile services with peers perceived barriers to switching because using different mobile service providers might distance youth from their peers. This study extends research on hedonic consumption, particularly with Australian youth and mobile services, and offers future research and managerial implications.

U2 - 10.1016/S1441-3582(08)70011-9

DO - 10.1016/S1441-3582(08)70011-9

M3 - Article

VL - 16

SP - 11

EP - 21

JO - Australasian Marketing Journal

JF - Australasian Marketing Journal

SN - 1839-3349

IS - 2

ER -