A neurophysiological exploration of the dynamic nature of emotions during the customer experience. (November 2020)

• Record Type: Journal Article
• Authors: Verhulst, Nanouk; Vermeir, Iris; Slabbinck, Hendrik; Larivière, Bart; Mauri, Maurizio; Russo, Vincenzo
• Is Part Of: Journal of retailing and consumer services. Volume 57(2020)
• Publication Date: 2020-11
• Subjects: Customer experience -- Neurophysiological measurement -- Emotions -- Human versus machine; CX customer experience -- SST self-service technology; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2020.102217
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: This paper explores the benefits of measuring emotions and their dynamic nature during the customer experience with neurophysiological measures. In this study, emotions are measured during a service interaction (with self-service technology or a human employee) going through a series of touchpoints, including a service failure. We show that creating a loyalty card with the help of a service employee or self-service technology did not impact customers' perceived service satisfaction and their behavioral intentions. This paper demonstrates that neurophysiological measures such as Galvanic Skin Response might be better equipped to unveil the dynamic nature of emotions (e.g., arousal) during the customer experience and that valence measured by neurophysiological tools (using electroencephalography) better reconciles with the effect found for satisfaction and behavioral intentions. Our findings have implications for both researchers and practitioners who want to understand and bolster customer experiences, thereby taking customer emotions and its appropriate measurement tools into consideration.