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

Aikaterini Manthiou, Ellie Hickman and Phil Klaus

Journal of Retailing and Consumer Services, 2020, vol. 57, issue C

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.

Keywords: Mixed emotions; Emotions; Customer experience; Customer-employee interaction; Customer-firm interaction; Customer-to-customer interaction (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (26)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:57:y:2020:i:c:s0969698920310973

DOI: 10.1016/j.jretconser.2020.102218

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