Exploring Emotions in Customer Experience Research

Małgorzata Budzanowska-Drzewiecka, Associate Professor, Institute of Economics, Finance and Management, Jagiellonian University, Poland and Adrian Lubowiecki-Vikuk, Associate Professor, Institute of Management, SGH Warsaw School of Economics, Poland

‘Marketing research often oversimplifies emotions—positive means desirable, negative should be avoided. But the real world lacks clear-cut phenomena and emotions are messy, layered, and full of contradictions. The brilliance of this book lies in its out-of-the-box perspective. It challenges the traditional, binary view of emotions in consumer research, demonstrating the necessity to embrace emodiversity and examine mixed emotions. It also shows the difficulties and costs of doing so. A must-read for anyone studying customer experience!’

• ContentsPreface Introduction to Exploring Emotions in Customer ExperienceResearch PART I HOLISTIC CUSTOMER EXPERIENCE: FROMDESIGN TO MANAGEMENTIntroduction 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 INCUSTOMER EXPERIENCE RESEARCHIntroduction to Part II 4 Emotions in customer experience research: from valence tomixed emotions 5 Approaches to measuring emotions in customer experienceresearch 6 Challenges of measuring mixed emotions in customerexperience researchPART III MEASURING EMOTIONS IN A HOLISTICCUSTOMER EXPERIENCE: SELF-REPORTAPPROACH Introduction to Part III 7 Exploring emotions in a holistic customer experience: a casestudy of aesthetic medicine and plastic surgery consumers 788 Extending the Customer Experience Scale to includeemotions: empirical evidence 9 Measuring customer emotions in a holistic experiencethrough self-reporting: theoretical issues and practicalrecommendations PART IV RECOGNISING EMOTIONS IN A HOLISTICCUSTOMER EXPERIENCE: CONSUMERNEUROSCIENCE APPROACHIntroduction to Part IV10 Exploring customer experience in real time: a case study ofspa service consumers (health tourists) 11 Recognising mixed emotions of spa service consumers(health tourists) using FaceReader 12 Recognising and measuring consumer emotions during theexperience: theoretical issues and recommendations for action 134Conclusion References Appendices