The Influences Of Service Provider Sociality And Consumption Emotion On Customer Loyalty

Service Provider Sociality is a pattern of verbal and nonverbal communication behavior . At Present, the mechanism of service provider sociality influencing customer loyalty is on the starting level. Studies shows that, the emotion display ,service attitude and behavior of service provider influence customer emotion directly; meanwhile, consumption emotion influences customer loyalty directly. The study revised service provider sociality scale and explored the influences of service provider sociality on customer loyalty, examined whether consumption emotion plays medi-role between service provider sociality and customer loyalty.Study one: Revising the Service Provider Sociality Scale, which is originally developed by Koermer, to develop the one which adapts to the Chinese background. Based on the studies of customer loyalty developed Customer Loyalty Scale,which was divided into loyalty toward the service provider and the organization represented by the service person. 684 participates completed the scales successively. Service Provider Sociality Scale was validated by EFA and CFA. The result showed that service provider sociality was consisted of three factors that are courtesies, socialities and privacies. CFA indicated good fit of theoretical structure of the scale. The Cronbach's coefficeient was 0.845. Both of the reliability and validity met the needs of psychometric standard. Regression analysis revealed that Socialities is the most important predictor to customer loyalty.Study two: Service Provider Sociality Scale, Customer Loyalty Scale and Consumption Emotion Scale which is surveyed by He Yun in her customer consumption survey were used to investigate 624 customers. Structure Equation Model was used to examine the relationship of service provider sociality, positive and negative affect, customer loyalty toward the service provider and the organization represented by the service person. The results show that, positive affect mediating the relationship partially between service provider sociality and personal loyalty, and completely between service provider sociality and organizational loyalty; mediation effect of negative affect between service provider sociality and customer loyalty isn't significant; Personal loyalty plays a full mediating role between service provider sociality and organizational loyalty.