A two-dimensional model of trust–value–loyalty in service relationships

• New two-dimensional model of the interrelationships of trust, value, and loyalty.
• This two-dimensional model is more sophisticated and better supported by the data.
• Cognitive effects were stronger than affective effects.
• Build cognitive trust and deliver utilitarian value to increase repurchase intentions.
• Affective trust is also important, though less so.

The study examines the relationships between consumer trust (cognitive and affective), perceived value (utilitarian and hedonic), and loyalty behavioral intentions (repurchase and advocacy) in a two-dimensional (affect- and rational-based) consumer–service provider model. It provides an alternative theoretical representation of consumer behavior in service relationships and implications for service providers about consumers' loyalty intentions. A mail survey analyzed by SEM supports the model of loyalty as a function of consumers' expressive and instrumental responses resulting from intrinsic and extrinsic perceptions of trust and heuristic and rational-based perceived value. Implications for designing loyalty programs are explored and future research opportunities recommended.