Editing Consumer behaviour (section)

====Customer satisfaction====

The relationship between affect and customer satisfaction is an area that has received considerable academic attention, especially in the services marketing literature.<ref>Gountas, S. and Gountas, J. "The Influence of the Customer's Emotions on their Service Product Evaluation", Perdue, R.R. and Immermans, H.J. P. and Uysal, M. Consumer Psychology of Tourism, Hospitality and Leisure, (Vol. 3), 2004</ref> The proposition that there is a positive relationship between affect and satisfaction is well supported in the literature.  In a meta-analysis of the empirical evidence, carried out in 2001, Szymanski et al., suggest that affect may be both an antecedent to and an outcome of satisfaction. Emotions elicited during consumption are proposed to leave affective traces in memory that are available for consumers to access and integrate into their satisfaction assessments.<ref>Szymanski, D.M. and Henard, D.H, "Customer satisfaction; A Meta-Analysis of the Empirical Evidence", ''Journal of the Academy of Marketing Science'', vol. 29, no. 1 2001 pp 16-35, Online: http://davidhenard.com/Landing_Page/About_files/Szymanski%20%26%20Henard%202001.pdf {{Webarchive|url=https://web.archive.org/web/20161012223510/http://davidhenard.com/Landing_Page/About_files/Szymanski%20%26%20Henard%202001.pdf |date=2016-10-12 }}</ref>

A 2011 meta-analysis<ref>https://commons.erau.edu/cgi/viewcontent.cgi?article=1017&context=db-management {{Bare URL PDF|date=March 2022}}</ref> illustrates how both repurchase intent and loyalty enjoy a strong positive relationship (0.54) with customer satisfaction. Another <ref>{{cite journal|url=https://www.researchgate.net/publication/309449362|title=The antecedents of brand loyalty: a meta-analysis study|first1=Wann-Yih|last1=Wu|first2=Nadia|last2=Anridho|date=1 January 2016|journal=International Journal of Services and Standards|volume=11|issue=3|page=242|via=ResearchGate|doi=10.1504/IJSS.2016.10000889}}</ref> meta-analysis finds that "The results indicate that both cognitive-related variables (including brand awareness, brand personality, and brand identity) and hedonic-related variables (including hedonic attitude, entertainment, and aesthetic appeal) have significant impacts on quality and value perceptions towards the brand (including perceived quality, reputation, brand image, perceived value, commitment, and trust). In addition, these variables are all significant predictors of brand loyalty."

A third <ref>{{cite journal|title=Brand personality: A meta-analytic review of antecedents and consequences|first1=Martin|last1=Eisend|first2=Nicola E.|last2=Stokburger-Sauer|s2cid=144201875|date=27 February 2013|journal=Marketing Letters|volume=24|issue=3|pages=205–216|doi=10.1007/s11002-013-9232-7}}</ref> meta-analysis, from 2013 elaborates on the concept of brand personality (bp): "First, the key drivers of BP are communication with hedonic benefit claims, branding activities, a brand's country-of-origin, and consumer personalities. Second, the study finds that the effects of BP are stronger for mature brands than for brands in the early life cycle stages. Third, sincerity and competence have the strongest influence on brand success variables (e.g., brand attitude, image, commitment, purchase intention), while excitement and ruggedness have the weakest influence on brand attitude and brand commitment."