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

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dc.cclicenceCC-BY-NC-NDen
dc.contributor.authorHickman, Ellie
dc.contributor.authorManthiou, Aikaterini
dc.contributor.authorKlaus, Phil
dc.date.acceptance2020-06-20
dc.date.accessioned2020-08-11T09:05:09Z
dc.date.available2020-08-11T09:05:09Z
dc.date.issued2020-08-03
dc.descriptionThe 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.en
dc.description.abstractOur 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.en
dc.funderNo external funderen
dc.identifier.citationManthiou, 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, 102218en
dc.identifier.doihttps://doi.org/10.1016/j.jretconser.2020.102218
dc.identifier.issn0969-6989
dc.identifier.urihttps://dora.dmu.ac.uk/handle/2086/20042
dc.language.isoenen
dc.peerreviewedYesen
dc.publisherElsevieren
dc.researchinstituteCentre for Enterprise and Innovation (CEI)en
dc.titleBeyond good and bad: Challenging the suggested role of emotions in customer experience (CX) researchen
dc.typeArticleen

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