Rethinking the Love-Breakup Letter: A Three-Pronged Approach to Understanding Consumer Relationships

Katerina Berezina (), Olena Ciftci, Mahsa Talebi and Rasoul Mahdavi
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Katerina Berezina: University of Mississippi
Olena Ciftci: New York University
Mahsa Talebi: University of Mississippi
Rasoul Mahdavi: University of Mississippi

A chapter in Information and Communication Technologies in Tourism 2025, 2025, pp 461-471 from Springer

Abstract: Abstract The Love and Breakup Letter Method (LBM) is a valuable qualitative technique for exploring consumer-brand relationships, but its dichotomous nature may overlook nuanced consumer sentiments. This study proposes a modification to the LBM by introducing an “intervention letter” category, allowing participants to express a desire to contribute to product or service improvement. We applied this modified method to investigate customer relationships with service robots in the hotel industry. Findings reveal a significant preference for the intervention letter, highlighting consumers’ active engagement and desire for co-creation. Linguistic analysis further distinguishes the letter types, with intervention letters demonstrating a balanced, task-oriented approach, characterized by a high analytic score and less self-focus compared to love and breakup letters. This modified LBM offers a more comprehensive understanding of consumer experiences, particularly the desire for constructive engagement, and fosters deeper connections between consumers and brands, benefiting both researchers and industry practitioners.

Keywords: User experience (UX); Robots in hotels; Intervention letter (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-83705-0_38

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DOI: 10.1007/978-3-031-83705-0_38

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