Marketing

Function (biology)

Communication

Neuroscience

Service (business)

Biology

Statistics

Service provider

Social psychology

Computer science

Structural equation modeling

Business

Evolutionary biology

Advertising

Psychology

Mathematics

Politics

Political science

Consumer behaviour

Value (mathematics)

Artificial intelligence

Representation (politics)

Heuristic

Loyalty

Perception

Affect (linguistics)

Machine learning

Journal of Retailing and Consumer Services

The study examines the relationships between consumer trust (cognitive and affective), perceived value (utilitarian and hedonic), and loyalty behavioral intentions (repurchase and advocacy) in a two-dimensional (affect- and rational-based) consumer–service provider model. It provides an alternative theoretical representation of consumer behavior in service relationships and implications for service providers about consumers' loyalty intentions. A mail survey analyzed by SEM supports the model of loyalty as a function of consumers' expressive and instrumental responses resulting from intrinsic and extrinsic perceptions of trust and heuristic and rational-based perceived value. Implications for designing loyalty programs are explored and future research opportunities recommended.

A two-dimensional model of trust–value–loyalty in service relationships