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

Date

2020-08-03

Advisors

Journal Title

Journal ISSN

ISSN

0969-6989

Volume Title

Publisher

Elsevier

Type

Article

Peer reviewed

Yes

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.

Description

The file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link.

Keywords

Citation

Manthiou, A., Hickman, E., and Klaus, P. (2020). Beyond good and bad: Challenging the suggested role of emotions in customer experience (CX) research. Journal of Retailing and Consumer Services, 57, 102218

Rights

Research Institute

Centre for Enterprise and Innovation (CEI)