Method for analyzing sequential services using EEG: Micro-meso analysis of emotional changes in real flight service

Abstract

Capturing customers’ emotional changes in sequential service should be realized using physiological measurements to assess customer delight. Questionnaire-based customer surveys may miss significant and dissipating emotional responses. This study developed a micro‑meso analysis method of capturing emotional changes for sequential service using electroencephalograph (EEG) measurement, dealing with both service encounters (micro-level) and servicescape (meso‑level) over a couple of hours. Customers’ emotion states were defined based on emotional arousal and valence. Emotional responses caused by human interactions were evaluated, and periods of high positive affect throughout the customer journey were visualized. Experiments in actual flight services demonstrated successful emotion estimation across flight phases using a single-channel EEG measurement over two hours. Analysis results on the measurement data revealed emotional peaks outside service encounters that are not captured in customers’ individual self-reports. The results also statistically revealed that two individual services (asking about a refill and conversations started by flight attendants) evoked high positive affect. Temporal dynamic analyses around high positive affect suggested patterns of interplay between joy and surprise, which are key components of customer delight. Compared with questionnaire-based evaluation, the proposed method contributes significantly to empirical studies on sequential services in marketing and design by enabling the extraction of “high positive affect,” which needs to be identified for customer delight. This study supplements existing research on the interactions among physiology (EEG), behavior (emotional changes), and customer service research.