Affect versus Cognition in the Chain from Perceived Quality to Customer Loyalty: The Roles of Product Beliefs and Experience

Björn Frank*, Boris Herbas Torrico, Takao Enkawa, Shane J. Schvaneveldt

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

71 Citations (Scopus)


To support managerial practice and help improve analytical models in retailing, this article extends the literature on processes in the psychological chain of effects from perceived quality to customer loyalty by making three original and fundamental contributions. Based on multilevel structural equation modeling of consumer data from Bolivia, Japan, and the USA, it shows that product beliefs mediate this chain of effects and that cross-over effects connect rational and emotional processes within this chain. Moreover, it elucidates conditions moderating the strength of these emotional and rational processes. Breadth of experience positively moderates the mediating role of product beliefs. Relative price positively moderates the effect of hedonic product beliefs on affective customer satisfaction and negatively moderates the effect of utilitarian product beliefs on cognitive customer satisfaction. Time since purchase positively moderates the role of emotional processes and negatively moderates the role of rational processes. The moderating effects of sensory, affective, and intellectual brand experience support the predictive validity of the research model. Further analyses illuminate how social recognition, customer value co-creation through product usage patterns, and product-service bundling affect product beliefs, as well as how affective and cognitive customer satisfaction influence positive word-of-mouth.

Original languageEnglish
Pages (from-to)567-586
Number of pages20
JournalJournal of Retailing
Issue number4
Publication statusPublished - 2014
Externally publishedYes


  • Affect
  • Cognition
  • Customer loyalty
  • Customer satisfaction
  • Perceived quality
  • Product experience

ASJC Scopus subject areas

  • Marketing


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