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A neurophysiological exploration of the dynamic nature of emotions during the customer experience

Nanouk Verhulst (UGent) , Iris Vermeir (UGent) , Hendrik Slabbinck (UGent) , Bart Larivière (UGent) , Maurizio Mauri and Vincenzo Russo
(2020) JOURNAL OF RETAILING AND CONSUMER SERVICES. 57.
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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.
Keywords
Customer experience, Neurophysiological measurement, Emotions, Human versus machine, SELF-SERVICE TECHNOLOGIES, WORD-OF-MOUTH, BEHAVIORAL INTENTIONS, COVARIATE ADJUSTMENT, CONSUMER EMOTIONS, PERCEIVED JUSTICE, NEGATIVE EMOTIONS, EVERYDAY LIFE, SATISFACTION, RECOVERY

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MLA
Verhulst, Nanouk, et al. “A Neurophysiological Exploration of the Dynamic Nature of Emotions during the Customer Experience.” JOURNAL OF RETAILING AND CONSUMER SERVICES, vol. 57, 2020, doi:10.1016/j.jretconser.2020.102217.
APA
Verhulst, N., Vermeir, I., Slabbinck, H., Larivière, B., Mauri, M., & Russo, V. (2020). A neurophysiological exploration of the dynamic nature of emotions during the customer experience. JOURNAL OF RETAILING AND CONSUMER SERVICES, 57. https://doi.org/10.1016/j.jretconser.2020.102217
Chicago author-date
Verhulst, Nanouk, Iris Vermeir, Hendrik Slabbinck, Bart Larivière, Maurizio Mauri, and Vincenzo Russo. 2020. “A Neurophysiological Exploration of the Dynamic Nature of Emotions during the Customer Experience.” JOURNAL OF RETAILING AND CONSUMER SERVICES 57. https://doi.org/10.1016/j.jretconser.2020.102217.
Chicago author-date (all authors)
Verhulst, Nanouk, Iris Vermeir, Hendrik Slabbinck, Bart Larivière, Maurizio Mauri, and Vincenzo Russo. 2020. “A Neurophysiological Exploration of the Dynamic Nature of Emotions during the Customer Experience.” JOURNAL OF RETAILING AND CONSUMER SERVICES 57. doi:10.1016/j.jretconser.2020.102217.
Vancouver
1.
Verhulst N, Vermeir I, Slabbinck H, Larivière B, Mauri M, Russo V. A neurophysiological exploration of the dynamic nature of emotions during the customer experience. JOURNAL OF RETAILING AND CONSUMER SERVICES. 2020;57.
IEEE
[1]
N. Verhulst, I. Vermeir, H. Slabbinck, B. Larivière, M. Mauri, and V. Russo, “A neurophysiological exploration of the dynamic nature of emotions during the customer experience,” JOURNAL OF RETAILING AND CONSUMER SERVICES, vol. 57, 2020.
@article{8673018,
  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.}},
  articleno    = {{102217}},
  author       = {{Verhulst, Nanouk and Vermeir, Iris and Slabbinck, Hendrik and Larivière, Bart and Mauri, Maurizio and Russo, Vincenzo}},
  issn         = {{0969-6989}},
  journal      = {{JOURNAL OF RETAILING AND CONSUMER SERVICES}},
  keywords     = {{Customer experience,Neurophysiological measurement,Emotions,Human versus machine,SELF-SERVICE TECHNOLOGIES,WORD-OF-MOUTH,BEHAVIORAL INTENTIONS,COVARIATE ADJUSTMENT,CONSUMER EMOTIONS,PERCEIVED JUSTICE,NEGATIVE EMOTIONS,EVERYDAY LIFE,SATISFACTION,RECOVERY}},
  language     = {{eng}},
  pages        = {{13}},
  title        = {{A neurophysiological exploration of the dynamic nature of emotions during the customer experience}},
  url          = {{http://doi.org/10.1016/j.jretconser.2020.102217}},
  volume       = {{57}},
  year         = {{2020}},
}
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