Do emotional and functional customer experiences influence customer satisfaction, recommendation and loyalty?

Christel Claeys () and Irene Roozen ()
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Christel Claeys: Hogeschool-Universiteit Brussel (HUB)
Irene Roozen: Hogeschool-Universiteit Brussel (HUB)

No 2012/02, Working Papers from Hogeschool-Universiteit Brussel, Faculteit Economie en Management

Abstract: This paper investigates whether both the functional and the emotional component of customer experiences contribute to customer satisfaction, recommendation and loyalty. The research is conducted in two different contexts: hedonic experiences and services. The research results show that both components explain satisfaction, recommendation and loyalty of the customers, however the impact differs according to the context of the experience. A negative functional experience is significantly more sanctioned for services whereas a positive emotional experience is significantly more rewarded for hedonic experiences. We also find that for services destructive emotions are significantly more present in case of a negative functional experience. In the context of hedonic experiences, a positive emotional experience evokes significantly more promotional emotions.

Keywords: customer experiences; services; customer satisfaction; emotions (search for similar items in EconPapers)
Pages: 16 page
Date: 2012-01
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