The impact of consumption emotions of standby customers on customer satisfaction: an empirical analysis from Chinese customers

In recent years, as the traditional cognitive model cannot fully explain the degree of customer satisfaction, western scholars started to incorporate the consumption emotions into the cognitive model which has developed the current dominant customer satisfaction cognition-emotion model, a dominant method. However, divergences exist in the research conclusions about the discrepancy between emotion and expectation disconfirmation and how they influence the customer satisfaction. Some scholars hold that the divergences resulted from the ignorance of different timing (before consumption, in consumption and after consumption) of emotion measurement. The author focused on the customers who are waiting for banking services to study the interaction of the disagreed customer emotions before consumption and expectations in consumption as well as their influence on customer satisfaction. The author verify the influence with the help of description experiment method, in hope of being beneficial to the improvement of customer satisfaction theories and providing the banking industry an idea to increase service quality.