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Service Quality,Satisfaction and Customer Loyalty:The Mediating Effects of Consumption Emotions

SU Lu-jun,HUANG Fu-cai School of Management,Xiamen University,Xiamen 361005,China  
The purpose of this research is to empirically investigate the determinants of customer loyalty based on the mediating effects of consumption emotions.Using data from a questionnaire survey of Changsha rural visitors and structural equation model,this study shows that there exist three sources of customer loyalty in tourism services: service quality,consumption emotions and customer satisfaction.Consumption emotions have partly mediating effects in service quality on consumer loyalty.Results also suggest that service quality affects satisfaction directly.Additionally,satisfaction has a significant positive impact on intention and word-of-mouth,but a negative impact on search for alternatives.Managerial implications,limitations and future research directions are also suggested.
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