IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v57y2020ics0969698920310973.html
   My bibliography  Save this article

Beyond good and bad: Challenging the suggested role of emotions in customer experience (CX) research

Author

Listed:
  • Manthiou, Aikaterini
  • Hickman, Ellie
  • Klaus, Phil

Abstract

Our paper challenges several notions regarding emotion's role and their influence on the customer experience (hereafter CX). Based on our analysis, we develop the following five propositions to advance our understanding of emotions' role in customer experience research. First, we argue that positive and negative emotions can coexist during the consumption experience. Second, positive emotions do not automatically lead to positive consumption outcomes, and negative emotions may not necessarily generate negative results. Third, positive or negative emotions toward a company employee might not automatically transfer to the company as a whole. Fourth, customers are not apathetic victims of their emotions with no capability to control their emotional experiences. Our last proposition is that consumption emotions are not a purely intrapersonal phenomenon, but that the social context matters and influences the consumption experience. We propose a related future research agenda highlighting opportunities for scholars and managers alike.

Suggested Citation

  • Manthiou, Aikaterini & Hickman, Ellie & Klaus, Phil, 2020. "Beyond good and bad: Challenging the suggested role of emotions in customer experience (CX) research," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    • Handle: RePEc:eee:joreco:v:57:y:2020:i:c:s0969698920310973
    DOI: 10.1016/j.jretconser.2020.102218
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698920310973
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2020.102218?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Bilgihan, Anil & Madanoglu, Melih & Ricci, Peter, 2016. "Service attributes as drivers of behavioral loyalty in casinos: The mediating effect of attitudinal loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 14-21.
    2. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    3. Cristel Russell & Dale Russell & Jill Klein, 2011. "Ambivalence toward a country and consumers’ willingness to buy emblematic brands: The differential predictive validity of objective and subjective ambivalence measures on behavior," Marketing Letters, Springer, vol. 22(4), pages 357-371, November.
    4. E. Grigoroudis & E. Tsitsiridi & C. Zopounidis, 2013. "Linking customer satisfaction, employee appraisal, and business performance: an evaluation methodology in the banking sector," Annals of Operations Research, Springer, vol. 205(1), pages 5-27, May.
    5. Babin, Barry J. & Darden, William R. & University, Louisiana State & Shreveport & Lousiana & Babin, Laurie A., 1998. "Negative Emotions in Marketing Research: Affect or Artifact?," Journal of Business Research, Elsevier, vol. 42(3), pages 271-285, July.
    6. Philipp Klaus, 2015. "Measuring Customer Experience," Palgrave Macmillan Books, Palgrave Macmillan, number 978-1-137-37546-9.
    7. Christine Porath & Debbie Macinnis & Valerie Folkes, 2010. "Witnessing Incivility among Employees: Effects on Consumer Anger and Negative Inferences about Companies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 292-303, August.
    8. Chebat, Jean-Charles & Slusarczyk, Witold, 2005. "How emotions mediate the effects of perceived justice on loyalty in service recovery situations: an empirical study," Journal of Business Research, Elsevier, vol. 58(5), pages 664-673, May.
    9. Gaur, Sanjaya S. & Herjanto, Halimin & Makkar, Marian, 2014. "Review of emotions research in marketing, 2002–2013," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 917-923.
    10. Fast, Nathanael J. & Sivanathan, Niro & Mayer, Nicole D. & Galinsky, Adam D., 2012. "Power and overconfident decision-making," Organizational Behavior and Human Decision Processes, Elsevier, vol. 117(2), pages 249-260.
    11. Holbrook, Morris B & Batra, Rajeev, 1987. "Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 404-420, December.
    12. Hightower, Roscoe Jr & Brady, Michael K. & Baker, Thomas L., 2002. "Investigating the role of the physical environment in hedonic service consumption: an exploratory study of sporting events," Journal of Business Research, Elsevier, vol. 55(9), pages 697-707, September.
    13. Suresh Ramanathan & Patti Williams, 2007. "Immediate and Delayed Emotional Consequences of Indulgence: The Moderating Influence of Personality Type on Mixed Emotions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(2), pages 212-223, May.
    14. Jean-Louis Chandon & Pierre‐yves Leo & Jean Philippe, 1997. "Service encounter dimensions ‐ a dyadic perspective: Measuring the dimensions of service encounters as perceived by customers and personnel," Post-Print hal-01801334, HAL.
    15. Otnes, Cele & Lowrey, Tina M & Shrum, L J, 1997. "Toward an Understanding of Consumer Ambivalence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(1), pages 80-93, June.
    16. Eduardo B. Andrade & Joel B. Cohen, 2007. "On the Consumption of Negative Feelings," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(3), pages 283-300, June.
    17. Caruelle, Delphine & Gustafsson, Anders & Shams, Poja & Lervik-Olsen, Line, 2019. "The use of electrodermal activity (EDA) measurement to understand consumer emotions – A literature review and a call for action," Journal of Business Research, Elsevier, vol. 104(C), pages 146-160.
    18. Meng, Bo & Choi, Kyuhwan, 2016. "The role of authenticity in forming slow tourists' intentions: Developing an extended model of goal-directed behavior," Tourism Management, Elsevier, vol. 57(C), pages 397-410.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Verhulst, Nanouk & Vermeir, Iris & Slabbinck, Hendrik & Larivière, Bart & Mauri, Maurizio & Russo, Vincenzo, 2020. "A neurophysiological exploration of the dynamic nature of emotions during the customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    2. Baumann, Chris & Hamin, Hamin & Chong, Amy, 2015. "The role of brand exposure and experience on brand recall—Product durables vis-à -vis FMCG," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 21-31.
    3. Septianto, Felix, 2021. "Every ending is a new beginning: Poignancy increases consumer preferences for self-made products," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 732-748.
    4. Pashchenko, Yana & Rahman, Mst Farjana & Hossain, Md Shamim & Uddin, Md Kutub & Islam, Tarannum, 2022. "Emotional and the normative aspects of customers’ reviews," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    5. Aaker, Jennifer L. & Drolet, Aimee L. & Griffin, Dale, 2008. "Recalling Mixed Emotions," Research Papers 1913, Stanford University, Graduate School of Business.
    6. Su, Lujun & Swanson, Scott R., 2017. "The effect of destination social responsibility on tourist environmentally responsible behavior: Compared analysis of first-time and repeat tourists," Tourism Management, Elsevier, vol. 60(C), pages 308-321.
    7. Vicenta Sierra & Oriol Iglesias & Stefan Markovic & Jatinder Jit Singh, 2017. "Does Ethical Image Build Equity in Corporate Services Brands? The Influence of Customer Perceived Ethicality on Affect, Perceived Quality, and Equity," Journal of Business Ethics, Springer, vol. 144(3), pages 661-676, September.
    8. Kim, Inhwa & Ki, Chung-Wha & Lee, Hyunhwan & Kim, Youn-Kyung, 2024. "Virtual influencer marketing: Evaluating the influence of virtual influencers’ form realism and behavioral realism on consumer ambivalence and marketing performance," Journal of Business Research, Elsevier, vol. 176(C).
    9. Anne Hamby & Cristel Russell, 2022. "How does ambivalence affect young consumers’ response to risky products?," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 841-863, July.
    10. Kunz, Werner & Schmitt, Bernd & Meyer, Anton, 2011. "How does perceived firm innovativeness affect the consumer?," Journal of Business Research, Elsevier, vol. 64(8), pages 816-822, August.
    11. T. Faseur & M. Geuens, 2004. "Different Positive Feelings Leading to Different Ad Evaluations: The Case of Cosiness, Excitement and Romance," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 04/280, Ghent University, Faculty of Economics and Business Administration.
    12. Imran Khan & Zillur Rahman, 2017. "Brand Experience and Emotional Attachment in Services: The Moderating Role of Gender," Service Science, INFORMS, vol. 9(1), pages 50-61, March.
    13. Brennan, Linda & Binney, Wayne, 2010. "Fear, guilt, and shame appeals in social marketing," Journal of Business Research, Elsevier, vol. 63(2), pages 140-146, February.
    14. Caruelle, Delphine & Shams, Poja & Gustafsson, Anders & Lervik-Olsen, Line, 2024. "Emotional arousal in customer experience: A dynamic view," Journal of Business Research, Elsevier, vol. 170(C).
    15. Lunardo, Renaud & Mouangue, Emilie, 2019. "Getting over discomfort in luxury brand stores: How pop-up stores affect perceptions of luxury, embarrassment, and store evaluations," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 77-85.
    16. Demoulin, Nathalie & Willems, Kim, 2019. "Servicescape irritants and customer satisfaction: The moderating role of shopping motives and involvement," Journal of Business Research, Elsevier, vol. 104(C), pages 295-306.
    17. Tueanrat, Yanika & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "A conceptual framework of the antecedents of customer journey satisfaction in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    18. Chen, Yi-Mu & Huang, Tseng-Lung, 2016. "Do the warning notices decrease or increase opportunistic behavior in cinemas?," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 227-233.
    19. Justina Gineikiene & Adamantios Diamantopoulos, 2017. "I hate where it comes from but I still buy it: Countervailing influences of animosity and nostalgia," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 48(8), pages 992-1008, October.
    20. Quach, Sara & Septianto, Felix & Thaichon, Park & Chiew, Tung Moi, 2021. "Mixed emotional appeal enhances positive word-of-mouth: The moderating role of narrative person," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:57:y:2020:i:c:s0969698920310973. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.