The Differential Impact of Emotions on Satisfaction and Loyalty in Banking Services

Abstract

This study examines the impact of positive and negative emotions on customer satisfaction and loyalty in the Algerian banking sector, considering the mediating role of emotions and the moderating effect of perceived effort measured through the Customer Effort Score (CES). Data were collected from 160 clients of the Banque Nationale d'Algérie and analyzed using multiple regression with SPSS. The results reveal that perceived service quality significantly enhances customer satisfaction. Both positive and negative emotions partially mediate this relationship, highlighting the emotional dimension of the service experience. Notably, the findings indicate the absence of emotional asymmetry, as positive and negative emotions exert comparable influence on satisfaction. Furthermore, perceived effort plays a significant moderating role by amplifying the negative impact of emotions on satisfaction and attenuating the relationship between satisfaction and loyalty. Overall, the results suggest that customer loyalty in the banking sector depends largely on the smoothness of the service experience, and that reducing perceived effort constitutes a key managerial lever for transforming customer satisfaction into long-term loyalty.