Abstract
Service quality was defined as a form of attitude in past studies. This article followed this definition to explore the roles of the cognitive and affective components in service quality attitude. Empirical data from 440 respondents indicates that both cognitive and affective components of service quality positively correlate with the behavioural intention. Moreover, the affective service quality is more highly related to behavioural intentions than is cognition in females. The managerial implications of this study were then discussed.