Del 0 - New Horizons in Marketing series

Exploring Emotions in Customer Experience Research

Inbunden, Engelska, 2025

AvMałgorzata Budzanowska-Drzewiecka,Adrian Lubowiecki-Vikuk

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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.

Produktinformation

Utgivningsdatum2025-07-18
Mått156 x 234 x undefined mm
FormatInbunden
SpråkEngelska
SerieNew Horizons in Marketing series
FörlagEdward Elgar Publishing Ltd
ISBN9781035344352

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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

‘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!’