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Abstract We can often observe that customers’ emotions in consumption process have an important effect on their service evaluation in common managerial practices. But the importance of emotions has not been recognized in academic field. Almost all the studies about service quality and customer satisfaction have been based on the cognition till now. This study suggests a model including emotion, cognition, service quality and customer satisfaction. Authors empirically test it by questionnaire survey. The results show consumption emotions and cognition together have significant influence on service quality and customer satisfaction. Positive affect has positive effect; whereas negative affect has negative effect. Future research directions are provided in the end of this paper.
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Received: 02 November 2007
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2008, Vol. 1 
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