Affect and cognition as predictors of behavioral intentions towards services

Purpose – The purpose of this paper is to examine alternative approaches to measuring service evaluation across cultures. This paper aims to assess: differences between cognitive and affective measures and their ability to predict behavioral intentions and the impact of service features on these measures.Design/methodology/approach – A self‐completion survey of African (East/West), Chinese, and English higher education students includes service quality, satisfaction, affect (emotions/feelings), and behavioral intentions scales relating to retail banking.Findings – For all groups, overall quality, satisfaction, and positive affect predict behavioral intentions. Negative affect is significant for English consumers. Differences across cultures are identified in the determinants of service evaluation, for example, assurance and responsiveness, but these are antecedents of affect and not of overall service quality or satisfaction.Research limitations/implications – The sample is drawn from cultural groups (bas...

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