This thought-provoking book examines the role of emotions in customer experience research. Małgorzata Budzanowska-Drzewiecka and Adrian Lubowiecki-Vikuk explore methods of capturing mixed emotional states throughout the consumer journey, covering core theoretical issues and providing much-needed practical guidance.
Chapters present a variety of approaches to measuring emotions across all stages of the customer purchase experience. Drawing on in-depth case studies from various service environments, the authors critically analyse subjective and objective tools for recording emotions, including traditional questionnaires and self-report measures as well as neuroimaging techniques such as FaceReader software. They highlight key challenges facing researchers and propose innovative recommendations for future action, ultimately emphasising the importance of understanding client emotions for effective customer experience planning and management.
Students and academics in business, management and marketing will greatly benefit from this comprehensive overview of the impact of emotions on consumer behaviour. It is also an invaluable resource for practitioners interested in measuring emotions when designing and managing a holistic customer experience.
Contents
Preface
Introduction to Exploring Emotions in Customer Experience
Research
PART I HOLISTIC CUSTOMER EXPERIENCE: FROM
DESIGN TO MANAGEMENT
Introduction to Part I
1 Holistic customer experience: a theoretical framework
2 Designing a holistic customer experience
3 Managing a holistic customer experience
PART II THE COMPLEX NATURE OF EMOTIONS IN
CUSTOMER EXPERIENCE RESEARCH
Introduction to Part II
4 Emotions in customer experience research: from valence to
mixed emotions
5 Approaches to measuring emotions in customer experience
research
6 Challenges of measuring mixed emotions in customer
experience research
PART III MEASURING EMOTIONS IN A HOLISTIC
CUSTOMER EXPERIENCE: SELF-REPORT
APPROACH
Introduction to Part III
7 Exploring emotions in a holistic customer experience: a case
study of aesthetic medicine and plastic surgery consumers 78
8 Extending the Customer Experience Scale to include
emotions: empirical evidence
9 Measuring customer emotions in a holistic experience
through self-reporting: theoretical issues and practical
recommendations
PART IV RECOGNISING EMOTIONS IN A HOLISTIC
CUSTOMER EXPERIENCE: CONSUMER
NEUROSCIENCE APPROACH
Introduction to Part IV
10 Exploring customer experience in real time: a case study of
spa service consumers (health tourists)
11 Recognising mixed emotions of spa service consumers
(health tourists) using FaceReader
12 Recognising and measuring consumer emotions during the
experience: theoretical issues and recommendations for action 134
Conclusion
References
Appendices
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