The dynamic role of consumption emotions: Implications for the service quality, satisfaction and word of mouth process

The aim of this study was to determine the validity of a three factor model of emotions and to simultaneously examine the relationship between emotions and the service quality ¿ satisfaction ¿ word of mouth intentions process. The findings indicated that a three factor model was more appropriate than a two factor conceptualisation, and after minor modifications, demonstrated an acceptable fit to the data. Additionally, an examination of the role of emotions on overall service quality (OSQ), overall satisfaction (OS) and word of mouth intentions (W of M) at two time periods within an extended service encounter, revealed for the first time the complexity of the relationship, and a number of theoretical and practical considerations are discussed.