Emotions in customer experience: Systematic review on theoretical approaches and conceptualizations
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|Otsikko||The proceedings of 24th Nordic Academy of Management conference (NFF)|
|Alaotsikko||23-25 August 2017, Bodo, Norway|
|Kustantaja||Nordic Academy of Management|
|Tila||Julkaistu - 23 elokuuta 2017|
|OKM-julkaisutyyppi||A4 Artikkeli konferenssijulkaisussa|
|Tapahtuma||NORDIC ACADEMY OF MANAGEMENT CONFERENCE - |
Kesto: 1 tammikuuta 1900 → …
|Conference||NORDIC ACADEMY OF MANAGEMENT CONFERENCE|
|Ajanjakso||1/01/00 → …|
The study identified, gathered and analyzed emotional aspects of customer experience found in extant literature. Research procedure for systematic literature review was followed to generate comprehensive classifications. Through comprehensive and systematic literature review from Scopus and Web of Science databases altogether 55 journal articles addressing emotions in customer experience were identified and structurally analyzed. Analysis revealed, that research around emotions in customer experience is still fragmented and there is lack of uniform concepts, terminology, definitions and dimensions. On the basis an extensive literature review and content analysis of articles linking customer experience and emotions this study offers a conceptual synthesis on emotional aspects of customer experience.
The study revealed, that in extant literature authors use multiple different definitions and terms (emotions, moods, feelings, affective experiences) without any further clarifications. This analysis aimed to systemize the terms used around emotions. The study identified divergent approaches to emotions and customer experience and gathered extant knowledge around the subject from multidisciplinary literature of management, marketing, service, retail, technology, innovation and other relevant disciplines. In addition the analysis showed that emotions in customer experience are studied in several contexts, retailing being clearly the most common context. Some of the studies also focused to describe how the online environment influences to customer experience. Four different theoretical frameworks were found in reviewed articles used as the main theoretical background for studies. Eight major types about how emotions are conceptualized were found from extant literature. Emotions can be reflecting to customer experience for example as a dimension, bond or driver. Most of the types have a customer perspective to emotions but also the importance of managers’ and employees’ ability to manage and interpret emotions was noted. Both positive and negative emotions were distinguished in the literature but comprehensive view on the emphasis and nuances of emotions stays fragmented.
There are several directions for future research. This study calls for meta-analysis and research, which has stronger managerial implications related to customer experience and emotions. As the study is theoretical, empirical studies are needed in order to test the proposed conceptualization in the future.