Emotions in Customer Experience

Kuuru, Tiina-Kaisa; Litovuo, Lauri; Aarikka‐Stenroos, Leena; Helander, Nina

doi:10.1007/978-981-15-0069-5_12

Cited by 5 publications

(5 citation statements)

References 51 publications

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“…These emotions can range from positive to negative. Virtually, firms pursue to create positive emotions, such as joy, delight, happiness, and excitement [37] for their customers, as such emotions are related to customer satisfaction, buying process, and loyalty [15,31]. However, despite the best efforts made to avoid such occasions, interactions can also evoke negative emotions, such as disappointment, frustration, unpleasantness, and dislike [37], which in turn can have negative and possibly long-lasting consequences.…”

Section: Affective Experiencementioning

confidence: 99%

“…We adopted the established qualitative research strategy and an interview method to tackle the subjective and multidimensional nature of customer experience [37]. We used a multi-case approach [48] because customer experiences are explored among consumercustomers of reused, redistributed, and recycled clothing business cases.…”

Section: Research Strategy and Data Collectionmentioning

confidence: 99%

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Customer Experience in Circular Economy: Experiential Dimensions among Consumers of Reused and Recycled Clothes

Aarikka‐Stenroos

Litovuo

2022

Sustainability

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The textile and clothing industry is undergoing a sustainability transition, pushing related businesses to adapt to circular economy (CE) models, such as recycling and reuse. This shift has been extensively studied from industry and business model perspectives, but we lack an understanding of the customer perspective, i.e., how circulated products, such as reused and recycled clothes are experienced among consumers. This understanding is crucial, as customer experience plays a significant role in the adoption of CE products. Therefore, we conducted a qualitative interview study to explore how consumer-customers experience recycled textiles and reused clothes. We used an established experience dimension model and mapped how the five dimensions of customer experience—sensory, affective, behavioral, cognitive, and social—present themselves in the sustainable clothing industry. The data comprised 16 qualitative semi-structured interviews analyzed with a coding framework built on the basis of customer experiences, customer values, and the CE business model literature. The results revealed that diverse sensory (e.g., scent), affective (e.g., pride and shame), behavioral (e.g., developing new decision-making rules), cognitive (e.g., learning and unlearning), and social (e.g., getting feedback from others and manifesting own values) aspects shape how consumers experience reused and recycled clothes. We also compared and analyzed the results of the reuse and redistribute model and the recycle model. Our study contributes to the literature of CE business models and customer experience by providing a structured map of diverse experiential triggers and outcomes from the five experiential dimensions, which together reveal how consumers experience circulated products of the clothing industry. These findings enhance our understanding of customers’ motivation to use recycled and reused products and adoption of CE products.

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Section: Affective Experiencementioning

confidence: 99%

Section: Research Strategy and Data Collectionmentioning

confidence: 99%

Customer Experience in Circular Economy: Experiential Dimensions among Consumers of Reused and Recycled Clothes

Aarikka‐Stenroos

Litovuo

2022

Sustainability

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“…From the perspective of customer experience, in the era of the experience economy, design has shifted its focus to user emotions and experiences [ 38 ]. By integrating traditional elements with modern technology, animation, and other contemporary elements, product design breaks through previous monotony and boredom, boldly combining more exquisite patterns and vibrant colors, resulting in higher technological content [ 39 ].…”

Section: Theoretical Basis and Research Hypothesismentioning

confidence: 99%

Research on consumers’ purchase intention of cultural and creative products—Metaphor design based on traditional cultural symbols

Liu,

Zhao

2024

PLoS ONE

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Chinese traditional cultural symbols possess great aesthetic and cultural value, and are widely utilized in product design. In this study, we explore the relationship between metaphor design based on traditional cultural symbols, customer experience and cultural identity, and further estimate how these three variables stimulate consumers’ perceived value to generate consumers’ purchase intention. Based on existing traditional cultural literature and Stimulus-organism-response theory (SOR), we proposed a theoretical research model to characterize the relationship among metaphor design based on traditional cultural symbols, customer experience, cultural identity, perceived value and consumers’ purchase intention. A research survey was conducted and 262 questionnaires were collected in total with 241 valid. We used Smart PLS graph version 3.0 for data analysis. Results indicate that the cognition of metaphor design based on traditional cultural symbols and customer experience has a direct and significant impact on the emotional value thereby, eliciting consumers’ purchase intention, metaphor design based on traditional cultural symbols is directly and indirectly (i.e., through customer experience or perceived value) positively associated with consumers’ purchase intention, also customer experience is directly and indirectly (i.e., through perceived value) associated with consumer purchase intention, cultural identity mediates the indirect effect of customer experience and perceived value on purchase intention, the moderating role of cultural identity between customer experience and perceived value is not significant. Our findings help to expand the existing literature on consumer purchase intentions by rationally using traditional cultural symbols in the product metaphor design.

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“…Marketing literature on customer emotions has traditionally looked at the emotions that service communications generate, particularly the emotions that mass communication media generates (Mattila and Enz, 2002). However, emotions are integral to customer experience, both in offline and online contexts (Kuuru et al , 2020). Consumers’ emotional responses in service encounters have been understood broadly as satisfactory or unsatisfactory in nature (Fisk et al , 1993).…”

Section: Conceptual Frameworkmentioning

confidence: 99%

Behavioural consequences of verbally expressed and unexpressed customer rage emotions

Awasthi

Kumar

2022

JCM

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Purpose The purpose of this study is to distinguish those emotions which customers express verbally during a failed remote service encounter from those which they do not. The study further attempts to investigate the post-consumption customer behaviour of verbally expressed and unexpressed negative customer emotions. Design/methodology/approach The authors used a survey-based research design. The hypotheses were tested through the “partial least squared structural equation modelling” method. Findings This study shows that in a failed remote service encounter, customers verbally express retaliatory rage emotions, such as anger and rage. At the same time, they are able to suppress rancorous rage emotions, such as disgust and contempt and do not express them verbally. The authors demonstrate that after emotions are verbally expressed during a failed remote service encounter, they are followed by the post-consumption behaviours of negative word of mouth and revenge; when emotions are not expressed verbally during a failed service encounter, they are followed up by exit behaviour. Research limitations/implications The effects of variables, such as switching costs and individual and situational factors, can be investigated in the model. Future studies can also explore the role of organizational interventions, such as explanation and apology, on negative customer emotions during failed remote service encounters. Their moderating impact on customer behaviour during and after the encounters can be investigated. Practical implications This study has much practical relevance in the post-COVID-19 world, where remote service delivery is becoming the new normal in many sectors. In remote service delivery situations, verbally unexpressed negative emotions can remain undetected; however, they have negative consequences for firms. This study underscores the need to train frontline employees to notice these unexpressed emotions so that service recoveries can be initiated. Originality/value This paper contributes to the area of dysfunctional customer behaviour and service recovery. The existing literature has not explored whether some negative emotions are expressed during a failed service encounter and then acted upon later, and some emotions are not expressed but acted upon later. This study addresses the problem of firms getting caught unawares when they find customers resorting to undesirable post-consumption behaviour without demonstrating any verbal expressions during the preceding failed service encounters.

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Emotions in Customer Experience

Cited by 5 publications

References 51 publications

Customer Experience in Circular Economy: Experiential Dimensions among Consumers of Reused and Recycled Clothes

Customer Experience in Circular Economy: Experiential Dimensions among Consumers of Reused and Recycled Clothes

Research on consumers’ purchase intention of cultural and creative products—Metaphor design based on traditional cultural symbols

Behavioural consequences of verbally expressed and unexpressed customer rage emotions

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