Sociological Perspectives on Service Interaction in Culturally Sensitive Bereavement Contexts: The Role of Emotion in Behavioural Meaning-Making

Wai Sin Yoong, Wong Chee Hoo, Mei Sze Low, Jeffery Vui Shing Ho, Ying Tuan Lo and Christian Wiradendi Wolor
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Wai Sin Yoong: Faculty of Business and Communication, INTI International University, Malaysia
Wong Chee Hoo: Faculty of Business and Communication, INTI International University.
Mei Sze Low: Department of Hospitality and Information Technology, Sunway College Johor Bahru
Jeffery Vui Shing Ho: Department of Business and Financial Programmes, Sunway College Johor Bahru
Ying Tuan Lo: XJTLU Entrepreneur College (Taicang), Xi’an Jiaotong-Liverpool University
Christian Wiradendi Wolor: * Faculty of Economics, Universitas Negeri Jakarta.

European Journal of Social Science Education and Research, 2026, vol. 13, issue 1, 311-327

Abstract: This paper explores service interaction in the culturally sensitive bereavement situations using a sociological lens, which focusing on the role of emotion in behavioural meaning-making. This study will adopt Nirvana Johor, Malaysia as a case study context to examine the relations among engagement, emotional experience, and behavioural intention in a taboo service environment. Although the research has been done before on the dynamics revolving around hedonic situations, little attention is paid on high-involvement bereavement services. This conceptual paper proposes a sociologically grounded framework to understand behavioural meaning-making in bereavement service interaction focusing on sociological, service-dominant logic, relationship marketing, and experience economy. In this case, the interpretivist qualitative methodology will be used to comprehend how emotional and cultural factors influence meaning construction. It further outlines potential qualitative directions for future empirical research in culturally sensitive service environments. This research will add to the sociological and social psychological literature, by taking the discourse of emotion, engagement and consumer culture to bereavement services in Malaysia.

Keywords: consumer behaviour; social psychology; behavioural analysis; emotional experience; service engagement; high-involvement services; bereavement rituals (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:eur:ejserj:428

DOI: 10.26417/y8x8jh80

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