Exploring Emotions in Customer Experience Research

This thought-provoking book examines the role of emotions in customer experience research. Magorzata Budzanowska-Drzewiecka and Adrian Lubowiecki-Vikuk explore methods of capturing mixed emotional states throughout the consumer journey, covering core theoretical issues and providing much-needed practical guidance. Chapters present a variety of approaches to measuring emotions across all stages of the customer purchase experience. Drawing on in-depth case studies from various service environments, the authors critically analyse subjective and objective tools for recording emotions, including traditional questionnaires and self-report measures as well as neuroimaging techniques such as FaceReader software. They highlight key challenges facing researchers and propose innovative recommendations for future action, ultimately emphasising the importance of understanding client emotions for effective customer experience planning and management. Students and academics in business, management and marketing will greatly benefit from this comprehensive overview of the impact of emotions on consumer behaviour. It is also an invaluable resource for practitioners interested in measuring emotions when designing and managing a holistic customer experience.