Carmela Donato – författare

Happiness and Well-Being in Customer Experience introduces a comprehensive framework for studying, designing, and assessing customer experiences that foster happiness and well-being. These experiences are being reshaped by artificial intelligence (AI) and emerging technologies, transforming both their conception and their study.Building on advances in customer experience, transformative service and consumer research, and AI-enhanced marketing, the book presents an integrated model connecting theory, design, and method through two key dimensions. The first, the value dimension, examines how experiences create and express value, either through value generation, by designing for happiness, or through value delivery, by assessing how happiness is achieved. The second, relational engagement, captures the intensity and reciprocity of interaction between researchers, organizations, and participants, ranging from indirect and data-driven to immersive and participatory approaches. The intersection of these dimensions generates four methodological categories that span transformative research: Analytical and AI-Assisted Design, Participatory and Qualitative Design, Quantitative and Experimental Evaluation, and Participatory Evaluation and Transformative Assessment.By combining interpretive and data-driven techniques, the book provides a coherent framework for supporting scholars, practitioners, and graduate students' understanding of what drives happiness in customer experience and offers scholars and practitioners a guide to creating more human-centered, empathetic, and well-being-oriented markets.

Happiness and Well-Being in Customer Experience introduces a comprehensive framework for studying, designing, and assessing customer experiences that foster happiness and well-being. These experiences are being reshaped by artificial intelligence (AI) and emerging technologies, transforming both their conception and their study.Building on advances in customer experience, transformative service and consumer research, and AI-enhanced marketing, the book presents an integrated model connecting theory, design, and method through two key dimensions. The first, the value dimension, examines how experiences create and express value, either through value generation, by designing for happiness, or through value delivery, by assessing how happiness is achieved. The second, relational engagement, captures the intensity and reciprocity of interaction between researchers, organizations, and participants, ranging from indirect and data-driven to immersive and participatory approaches. The intersection of these dimensions generates four methodological categories that span transformative research: Analytical and AI-Assisted Design, Participatory and Qualitative Design, Quantitative and Experimental Evaluation, and Participatory Evaluation and Transformative Assessment.By combining interpretive and data-driven techniques, the book provides a coherent framework for supporting scholars, practitioners, and graduate students' understanding of what drives happiness in customer experience and offers scholars and practitioners a guide to creating more human-centered, empathetic, and well-being-oriented markets.

Happiness and Well-Being in Customer Experience introduces a comprehensive framework for studying, designing, and assessing customer experiences that foster happiness and well-being. These experiences are being reshaped by artificial intelligence (AI) and emerging technologies, transforming both their conception and their study.Building on advances in customer experience, transformative service and consumer research, and AI-enhanced marketing, the book presents an integrated model connecting theory, design, and method through two key dimensions. The first, the value dimension, examines how experiences create and express value, either through value generation, by designing for happiness, or through value delivery, by assessing how happiness is achieved. The second, relational engagement, captures the intensity and reciprocity of interaction between researchers, organizations, and participants, ranging from indirect and data-driven to immersive and participatory approaches. The intersection of these dimensions generates four methodological categories that span transformative research: Analytical and AI-Assisted Design, Participatory and Qualitative Design, Quantitative and Experimental Evaluation, and Participatory Evaluation and Transformative Assessment.By combining interpretive and data-driven techniques, the book provides a coherent framework for supporting scholars, practitioners, and graduate students’ understanding of what drives happiness in customer experience and offers scholars and practitioners a guide to creating more human-centered, empathetic, and well-being-oriented markets.

This book delves into the critical role of eco-labels as signals in a marketplace increasingly driven by consumer demand for sustainable products. It begins with an exploration of how eco-labels function within a tripartite system involving consumers, producers, and third-party certifiers, highlighting the challenges and opportunities in their creation, promotion, and validation.Building on this foundation, the book examines the influence of visual aesthetics on consumer perceptions, drawing from aesthetic psychology and marketing literature to explore how design elements—such as visual and conceptual complexity, color, and text—affect consumer attitudes and trust.The empirical core of the book evaluates real-world eco-labels, analyzing how their visual design impacts sustainability perceptions and label adoption. By synthesizing theoretical insights and empirical findings, the book offers practical recommendations for marketers, designers, and policymakers, aiming to improve eco-label effectiveness in fostering sustainable consumer behavior.