Emotional Experience Of Customers Research Articles

Experience Marketing and Customer Retention in the Nigerian Telecommunications Industry

The Nigerian Telecommunications Industry is classified as the fastest-growing and most competitive Telecommunications industry in the world. It has the largest subscriber base in Africa with over 150 million subscribers. Due to the increased competitiveness in the telecommunication industry in Nigeria, customer retention has become the focus of telecommunication providers. It is in this light that this paper is built. Hence, the general objective of the paper is to determine the effect of experience marketing on customer retention in the Nigerian Telecommunications industry. The study made use of primary data gotten through a validated set of structured questionnaires which was distributed to a selected sample of 402 respondents within the six states of the south-south geo-political zone of the Niger Delta Area of Nigeria, which are Akwa-Ibom, Bayelsa, Calabar, Edo, Delta and River States. The paper adopted correlation and regression analysis to test the formulated research questions and hypotheses. After the analysis, it was discovered that there was a strong and positive effect of experience marketing on customer retention in the Nigerian Telecommunications industry. The study, therefore, concluded that Customer Service Quality, Customer Brand Relationship, and Customer Emotional Experience are good indicators and dimensions of Experience Marketing that could increase the degree to which customer retention is enhanced in Telecommunication Firms in Nigeria. Hence, it was recommended, among others, that Telecommunication operators in Nigeria must switch from the traditional marketing approach to an experience-based marketing strategy if they want to remain relevant and competitive in the globalised telecommunication industry.

Sentiment mining of online reviews of peer-to-peer accommodations: Customer emotional heterogeneity and its influencing factors

The polarized problem of customers' emotional experiences in peer-to-peer accommodations has been exposed and needs urgent solution. However, a research gap remains in understanding the emotional heterogeneity. Therefore, this study explores customers' emotional heterogeneity and drivers for peer-to-peer accommodations using deep learning technologies and social network analysis. The results reveal that: For common causes, the environment is a core driver of customer emotions; While services are not necessary to positive emotions. For special causes, price value and location can stimulate customers' positive emotions, while their absence cannot affect negative emotions; The absence of household amenities cannot hinder the formation of positive emotions; While booking information triggers customers' negative emotions. This study clarifies complex demands of customer emotional experiences in sharing economy and provides a multiple emotional heterogeneity perspective for mining the emotional causes of peer-to-peer accommodation customers. Furthermore, it contributes to implications for improving customer emotional experience with differentiated strategies.

Brand bank attachment to loyalty in digital banking services: mediated by psychological engagement with service platforms and moderated by platform types

PurposeVarious digital banking platforms (website and apps) are offered to bank customers in order to create an experiential service, which is essential in retaining customers and generating brand bank loyalty. The current study aims to examine the dynamics of customer emotional experience generated during digital banking service delivery and investigate the effect of customer psychological engagement with various digital platform types on brand bank loyalty creation.Design/methodology/approachA conceptual framework was constructed. Data were collected from digital banking customers through a web-based survey conducted via an online Internet panel. It involved 502 participants. The study employs a path analysis method using structural equation modeling.FindingsThe empirical results suggest that there are two paths from emotional attachment to bank loyalty: a direct path and an indirect path shaped by customer psychological engagement with service platforms. Additionally, it was found that the digital platform (website vs apps) used by the customer determined the magnitude of the impact of emotional attachment to the bank on psychological engagement with service platforms.Practical implicationsThis research claims that features of digital banking services are sufficient to enhance affective brand responses and maintain long-lasting relationships with customers. Using experiential services and psychologically engaging the customers, this goal can be achieved. Additionally, well designed apps can improve interaction with services and subsequently enhance loyalty.Originality/valueThis study facilitates a better understanding of the customer's emotional–psychological state during engagement with digital service delivery. Its novelty and contribution to the literature focus on the notion that the impact of emotional attachment on bank loyalty is mediated by experiential psychological engagement with the digital platform and moderated by the type of digital platform used.

Understanding emotional customer experience and co-creation behaviours in luxury hotels

PurposeA holistic understanding of sources that evoke customer emotions is essential for creating a positive emotional customer experience (ECX). Despite a significant focus on the cognitive aspect of customer experience and traditional customer behaviours (e.g. loyalty and satisfaction), limited attention has been paid to ECX and co-creation behaviours. The purpose of this paper is to address this important knowledge gap by identifying different emotions and prominent sources of ECX (i.e. emotion triggers and constructors) during service interactions. By doing so, key customer co-creation behaviours are also identified, which help enhance positive customer experience.Design/methodology/approachA combined application of the appraisal theory and thematic analysis was used to explore ECX, its sources and co-creation behaviours as observed from 1,063 TripAdvisor customer reviews of luxury hotels in Ireland.FindingsThe results show that a single service interaction can evoke multiple emotions during the interaction process. The findings capture prominent emotions that customers experience and various important emotion triggers (physical environment, service management and offerings and human interaction) and constructors (customer expectation, accumulated service experience and culture fusion and authenticity). Three main customer co-creation behaviours (reinforcing intention, active and resourceful behaviours), which help facilitate the co-creation of positive customer emotions, are also identified.Originality/valueThe study proposes a new framework that provides unique insights into ECX to guide service improvement and innovation. A novel approach of applying the appraisal theory to a netnographic study is used to develop an ECX framework, which integrates various emotion triggers and constructors, and subsequent customer co-creation behaviours in the hotel industry.

Using Customer Emotional Experience from E-Commerce for Generating Natural Language Evaluation and Advice Reports on Game Products

Investigating customer emotional experience using natural language processing (NLP) is an example of a way to obtain product insight. However, it relies on interpreting and representing the results understandably. Currently, the results of NLP are presented in numerical or graphical form, and human experts still need to provide an explanation in natural language. It is desirable to develop a computational system that can automatically transform NLP results into a descriptive report in natural language. The goal of this study was to develop a computational linguistic description method to generate evaluation and advice reports on game products. This study used NLP to extract emotional experiences (emotions and sentiments) from e-commerce customer reviews in the form of numerical information. This paper also presents a linguistic description method to generate evaluation and advice reports, adopting the Granular Linguistic Model of a Phenomenon (GLMP) method for analyzing the results of the NLP method. The test result showed that the proposed method could successfully generate evaluation and advice reports assessing the quality of 5 game products based on the emotional experience of customers.

Neural network analysis for hotel service design in Madrid: the 3Ps methodology and the frontline staff

This paper takes into account a fresh approach to hotel service experience based on the concept of “3Ps Methodology” and “Neural Network Analysis” (NNA). Traditional tools of experience management have been implemented by hotel management in the last decades in order to fulfil the requirements of customer experiences. A more discriminating distinction is proposed in this research, based on the neural network algorithm (the Multilayer Perceptron) in order to achieve more efficiency. In this sense, Madrid hotels are analyzed from the visitor’s perspective for showing the relationships established between front-line employees and customers. A face-to-face survey were conducted in several tourism hotspots in Madrid in order to investigate the hotel frontline service and the emotional experience of customers. The findings have been treated with statistical procedures and, after carrying out the neural network analysis, we have concluded that the Servicescape model could be classified under the category of “People-processing service”.

Sports service quality for event venues: evidence from Malaysia

Purpose – The purpose of this paper is to empirically test the proposed measure of sports service quality (SSQ) and examine the relationships between emotional experience (EE) and user satisfaction (US) for sports competitions/training venues (i.e. for the sport of badminton). Design/methodology/approach – Focus group discussions and related literature review were used to generate items for the SSQ. Structured questionnaires captured the perceptions of 240 users of sports venues in Malaysia. The relationships between SSQ, EE and US were assessed via structural equation modelling (SEM). Findings – Results show that the SSQ has five dimensions (peripheral, reliability, responsiveness, core and value). Core, peripheral and value have positive effects on users’ EE whereas peripheral, reliability, responsiveness and core have positive effects on US. The SEM analysis suggests that EE mediates the relationship between SSQ and US. Research limitations/implications – The SSQ scale is developed using data from the badminton sport industry and is yet to be validated in other types of sports venues. In addition, measures of customer loyalty also need to be considered. Practical implications – Findings suggest that provision of quality service directly influences satisfaction with sports venues and enhances the EE of customers. Sports venue managers should monitor the service management, particularly in terms of the physical environment and personnel. Originality/value – This paper proposes a specific measure of service quality tailored for use in sports venues. It also provides further support for the mediating role EE plays in the service quality-satisfaction relationship.

Components of Customer Emotional Experience with Halal Food Establishments

Customer experience has great influence on6 satisfaction and their behavioural intentions. In fact, research on customer emotional experience has gained greater attention lately especially in the experience-driven hospitality industry. This exploratory research aims to identify the components of customer emotional experience with Halal food establishments. A questionnaire survey was carried out in Sarawak, Malaysia (n=260). Reliability Analysis and Exploratory Factor Analysis (using Principal Component Analysis and Varimax Rotation) were performed. The findings indicated that there were six components of customer emotional experience, namely spiritual assurance, pleasure, arousal, dominance, joy and acceptance. The components were moderately and significantly associated among each other, implying that the customer emotional experience had to be comprehensively managed so as to create satisfactory customer emotional experience which would then enhance positive behavioural intentions.

Exploring customer attachment behaviour to sustain the retail industry in Malaysia

Purpose – The effectiveness of customer experience management to current market growth and perhaps business sustainability has drawn the attention of practitioners and academicians. This paper aims to address the gap by empirically investigating the effect of service encounter, trustworthy promotion and customer attachment behaviour with the moderating influence of customer emotional experience and commitment. Design/methodology/approach – The study has used a survey approach with a self-administered questionnaire distributed in a retail store intercept: a drop off and collect technique. A hypothesized model was developed, analyzed and tested rigorously using the structural equation modelling procedure. Findings – The findings reveal that customer emotional experience has positive significant effects on customer attachment behaviour, but not commitment. However, consumers in general will look for the trustworthiness of promotional activities when purchasing both local and international products. Originality/value – The novelty of this study is the contribution of original knowledge through the development of new findings from a new invention, using the practical tool of comprehensive customer emotion experience, with new dimensions, scale and model. These findings have important implications for future research directions and management of the local or international retail industry.