The mediating effect of cognitive and emotional satisfaction

摘要

The applications of salesperson presentation skills by a salesperson during their interaction with customers in the sales situation was found in previous studies to have a significant effect on customer's intention to promote through word-of-mouth. This research was conducted in order to examine the relationship between salesperson presentation skills and the relative roles played by cognition and emotion in the development of customer satisfaction which latter lead to customer's intention to promote through word-of-mouth particularly in a computer retail setting in Malaysia. The study tested the important variables that are associated with the problem, making it a co relational in nature. Attempts were made to establish relationship through corelational and regression analysis, where data were gathered once by means of a structured questionnaire. Survey method was employed and the unit of analysis was individual customers who patronized computer stores that were selected randomly. This study will lead to increased benefits for the organization in the form of customer loyalty. The cognitive evaluation of customer satisfaction was found to explain customer loyalty through word-of-mouth in a retail setting more than the emotional reaction. This finding holds importance to those retailers who have been able to generate high expectations in the eyes of their customers. This study is unique and makes headway in addressing this empty space by testing a model involving salesperson presentation skills amongst salesperson in Malaysia and it offers a complete distinction to previous research which has been conducted mainly in Western locale.