• Asia-Pacific Journal of Business
• /
• v.13 no.2
• /
• pp.197-207
• /
• 2022

Purpose - This study reestablished the concept of mixed emotions experienced in online and offline shopping environments, and structuralized emotional responses which manifest mixed emotions in each channel, and developed a method of measuring overall mixed emotions in consideration of the asymmetry of emotions. Design/methodology/approach - This study conducted a focus in-depth interview based on phenomenological research and exploratory preliminary survey using questionnaires. In addition, a survey was conducted as a quantitative survey. Findings - Qualitative and quantitative researches were conducted to derive major emotional responses items which manifest mixed emotions in online and offline shopping environments and determine differential emotional structure in each channel. As a result, it was confirmed that mixed emotions consisted of 5 factors in each channel and 21 emotional responses. In addition, a method of measuring overall mixed emotions considering the asymmetric of emotions was developed to prove the difference in behavioral responses. Research implications or Originality - This study is meaningful in that it helps companies efficiently manage and understand customer responses to their products by classifying and systemizing the emotional responses experienced by consumers in online and offline purchase and consumption situations according to the purchase environment.

• Knowledge Management Research
• /
• v.21 no.4
• /
• pp.89-108
• /
• 2020

This study investigates key factors influencing customers' repurchase intention in the context of Airbnb. Positive and negative emotions formed after customer's first-hand experience are identified as vital antecedents in determining consumer's repurchase intention. This study posits authentic experience, amenities, and price fairness as the key characteristics of Airbnb. It clarifies the role of subjective norms and trend-seeking tendency in repurchase decisions. The proposed research model was analyzed for 306 customers with experience in using Airbnb via structural equation model. The analysis results showed that both positive and negative emotions have a significant effect on customer's repurchase intention. The results clarified the role of Airbnb's characteristic components on repurchase decisions. Finally, subjective norms and trend-seeking tendency had no significant impact on customer's repurchase intention. The results of this study are expected to help establish effective strategies for customer experience and marketing to achieve sustainable growth of Airbnb.

• Journal of Distribution Science
• /
• v.18 no.5
• /
• pp.35-47
• /
• 2020

Purpose: In the highly competitive franchise market, the perceived entrepreneurial passion and emotions of customers are very important, because it impacts on the success of companies. Thus, the purpose of this paper is to suggest how the impact of the franchise entrepreneurial passion and positive emotions on the brand trust and loyalty of customers. Research design, data and methodology: This study analyzes data was collected through questionnaires on customer(n=480) who had visited franchise restaurants. Analysis of used collected data was based on the mix method using quantitative and qualitative comparative analysis. Results: The quantitative analysis results showed inventing passion, developing passion, positive emotions that perceived by customers have a positive impact on brand trust. On the other hand, founding passion did not have an impact on loyalty in quantitative analysis. but when combined with developing passion in qualitative comparison analysis, but when combined with developing passion in qualitative comparison, that became the sufficient condition of high loyalty of customers. Conclusions: The franchisor of the Korean franchise industry is indiscriminately overusing the founding franchisees, causing social problems. In this situation, founding passion can have a negative impact on customers. Therefore, the franchisors must have management capabilities by strictly managing the founding rules of the franchisee and disclosing the corporate vision.

• International Journal of Quality Innovation
• /
• v.6 no.3
• /
• pp.38-55
• /
• 2005

Consumption has generally become more fragmented, hedonic and individual specific, satisfying not only functional but also emotional needs. In parallel, customer satisfaction is now thought to be both a cognitive and affective response, and the closely related concept of job satisfaction is commonly seen as an emotional reaction. The reasoning within quality management does, however, still lean heavily toward cognitive judgements (i.e. performance ratings), the emotional component clearly being under explored. Further, performance variables have shown not to be significant in predicting satisfaction for certain 'experience products', the effect fully mediated by emotions. As a consequence a cognitive judgement based quality concept has lost its ability to predict satisfaction, which clearly contradicts with the modem quality definition, stressing quality as the ability to satisfy the customer. Emotions have however entered the quality discourse and it has been proposed that having customers that are merely feeling satisfied will not suffice. Instead, there has been a plethora of executive exhortations in the trade press calling on business to 'delight the customer'. Strategies for doing so have however usually been imprecise and unclear, and the different drivers of delight and satisfaction are not well explored. This paper aims to complement the previous cognitive dominance by exploring the multiple emotional responses involved in customer satisfaction. A conclusion being that we currently are measuring something, in terms of satisfied, that is more or less independent of what we aim for, in terms of delight. It is also most likely that - depending on the situation, product, and person - other positive and negative emotions are more important outcomes of purchase and usage than merely satisfaction. It is questioned whether a single, summary response such as satisfaction is feasible or even desirable.

• Journal of the Ergonomics Society of Korea
• /
• v.31 no.1
• /
• pp.23-32
• /
• 2012

Objective: This research proposes a methodology, which validates a grasp of the customers' emotions in the service design area. Background: As the era of service design has taken its approach, the need for a deliberate design that would reflect the customer's experience had emerged in the area of service. Therefore, a variety of methodologies has been adopted in the field of service design with the purpose of discovery of the customers' needs. Even though the importance of an emotion-sentient research of a service experience increases, its research progress remains to be inadequate in comparison to all the other areas. Method: Having had taken some resources from the emotional studies under other areas of expertise as a base, the concept of volatility of emotions has been introduced as the core element of this research, further followed by an elaboration of its special characteristics. The observation technique under Stakeholder's system: SOMC(Simultaneous Observation Method based on Cooperation) has been proposed in this study as it presents an effective way to grasp the concept of volatile emotions in contrast to the previously existent types of methodologies. Results: The SOMC rather supplements the existing research methods than substitutes the previous ones. In other words, although the existing research system allowed emotion detection, it was difficult to capture the change of momentary and fickle emotions. On the opposite, the SOMC provides a condition allowing a sufficient grasp of the customer's emotions and facilitates emotional capture. Conclusion: For that reason, it is hoped that this piece of research represents a valuable and effective approach in terms of grasping the true needs of the customers on the emotional level, which will in its turn contribute to the improvement of the service quality in the midst of a complicated service condition. Application: Moreover, the purpose of this research is that in its outcome it may serve as a sufficient contribution to the area of emotional studies within the field of service design.

• Journal of Distribution Science
• /
• v.16 no.6
• /
• pp.85-96
• /
• 2018

Purpose - There are many antecedences and consequences of the positive emotions of customers. The purpose of this research is to examine how Chinese service companies improve not only the positive emotions of customers but also the quality of life through effective verbal and nonverbal communication. Furthermore, we tried to analyze the moderating role of negative expectancy disconfirmation perceived by customers in those causal relationships among the variables. Research design, data, and methodology - The eight hypotheses were proposed and we tested them empirically in this research. Four hypotheses were about the relationship among communication, positive emotion, trust and quality of life. The other four hypotheses were about the moderating effect of negative expectancy disconfirmation in the causal relationships among four variables such as communication, positive emotion, trust and quality of life. A total of 356 samples who had visited the service companies in China were surveyed and 8 hypotheses were tested by empirical analysis using SPSS and AMOS. Results - The results of this research are as follows. First, positive verbal communication and nonverbal communication of employees in the service company have a positive effects on the positive emotions of customers. Second, positive emotion has a positive effect on the overall quality of life on the customer side as well as the trust on the corporate side. Third, negative expectancy disconfirmation perceived by customers has negative moderating effect in the causal relationship between employees' positive verbal communication and customers' positive emotion, and it also has a negative moderating role in the causal relationship between customers' positive emotion and overall quality of life. Conclusions - Based on these results, there can be such implications as follows. First, managers and employees of service companies can induce positive emotion of customers through effective communication. Second, service companies should try to improve not only the corporate-side performance like trust but also the customer-side performance like quality of life. Third, it will be significant for them to lower the level of negative expectancy disconfirmation for the purpose of improving not only the positive emotions of customers but also the quality of customers' life.

• The Journal of Asian Finance, Economics and Business
• /
• v.8 no.12
• /
• pp.253-260
• /
• 2021

In the context of economic integration and fierce competition, organizations are very concerned about customer orientation so as to build close relationships and ensure customer satisfaction and improve customer loyalty. In company strategy, customer relationship orientation is critical. Customer satisfaction and loyalty will improve if employees perform well in the customer-oriented process. The study's purpose is to examine the links between doctors' job happiness, customer orientation, customer satisfaction, and customer loyalty in international hospitals in Vietnam. In international hospitals, data was collected from 204 clinicians and 408 patients. By applying structural equation modeling. The study found that doctors' job satisfaction had a significant impact on customer orientation and satisfaction in international hospitals. Customer satisfaction may be improved with a good customer orientation. The doctors' job satisfaction and effective customer orientation improve customer satisfaction and loyalty towards international hospitals in Vietnam, thanks to the impact of spreading emotions. In particular, if doctors are satisfied with their jobs, it promotes customer satisfaction when using medical services at international hospitals. The study has proved the essential role of customer-oriented strategy and doctors' job satisfaction in customer satisfaction and loyalty towards international hospitals.

• Journal of Industrial Convergence
• /
• v.21 no.12
• /
• pp.11-23
• /
• 2023

This study aims to investigate the relationship between service recovery justice, residual emotions, and customer behavior. It empirically verifies that low justice in service recovery affects residual emotions and, in turn, has an impact on customers' negative behaviors. Furthermore, this research distinguishes customer-brand relationship quality into emotional relationship quality and cognitive relationship quality and seeks to validate that the type of relationship quality may influence the extent to which the justice of recovery processes affects residual emotions. Data was collected through surveys, and hypotheses were tested using structural equation modeling. The research findings indicate that among the dimensions of service recovery justice, procedural justice and interactional justice significantly influence residual emotions. Moreover, residual emotions have a significant impact on both the intention to revisit and the intention to engage in negative word-of-mouth. In addition, the impact of distributive justice and procedural justice on residual emotions was found to be higher for cognitive relationship quality than emotional relationship quality, and the impact of interactional justice on residual emotions was found to be higher for emotional relationship quality than cognitive relationship quality.

• Journal of Korean Society for Quality Management
• /
• v.51 no.4
• /
• pp.701-713
• /
• 2023

Purpose: The primary purpose of this study is to integrate text mining and Quality Function Deployment (QFD) to automatically extract valuable information from customer reviews, thereby establishing a QFD frame- work to confirm genuine customer needs for New Product Development (NPD). Methods: Our approach combines text mining and QFD through topic modeling and sentiment analysis on a large data set of 56,873 customer reviews from Zappos.com, spanning five running shoe brands. This process objectively identifies customer requirements, establishes priorities, and assesses competitive strengths. Results: Through the analysis of customer reviews, the study successfully extracts customer requirements and translates customer experience insights and emotions into quantifiable indicators of competitiveness. Conclusion: The findings obtained from this research offer essential design guidance for new product develop- ment endeavors. Importantly, the significance of these results extends beyond the running shoe industry, presenting broad and promising applications across diverse sectors.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.36 no.12
• /
• pp.1318-1329
• /
• 2012

In-store atmospherics involve quantified physical and social aspects; however, the social quality of a web-based retailing context has largely been under-examined. This study addressed some antecedents and consequences of social ambience in virtual shopping (or e-social ambience) within a web-based U.S. retailing fashion context. This study explored the role of social cues as a viable antecedent to e-social ambience and emotions as its consequence. A conceptual framework was built postulating the effect of social cue for web content, on e-social ambience, emotions, and e-shopping enjoyment. The experimental results (n=488) on a fictitious retail T-shirt website confirmed the positive correlation among the variables; in addition, the level of social cues included within the web content significantly increased the level of customer-perceived e-social ambience of the website and subsequent positive on-site emotions. On-site emotions positively influence purchase intentions. The results expand the current understanding of e-store management by providing novel insight relevant to fashion companies that wish to provide customers with a quality website shopping experience.