Emotional experiences in customer relationships – a telecommunication study

Abstract

Purpose

This study aims at deepening understanding of the role of emotion in customer switching processes and identifying the relative frequency of negative discrete emotions in terms of different triggers.

Design/methodology/approach

Customers of Swedish telecommunications services were interviewed about their switching processes. The interviews were analyzed according to switching path analysis technique, which divides relationships into different stages in accordance with their relevance to the relationship strength. The ultimate focus is on self‐reported emotions embedded in the switching process.

Findings

The main finding was that the identified emotions were located in the trigger part of the relationship, and was expressed by the respondents during the switching process in form of annoyance, anxiety, disappointment, dissatisfaction, distress, depression, rage, stress and tension.

Research limitations/implications

The empirical study is conducted within the telecom industry which may influence the switching frequency because of the deregulations in the beginning of this decade. This interpretation of valence and activation was based on theoretical assumptions about where various discrete emotions are located on a continuum.

Originality/value

The paper offers insight into the role of emotion in customer relationship.

Citation

Roos, I. and Friman, M. (2008), "Emotional experiences in customer relationships – a telecommunication study", International Journal of Service Industry Management, Vol. 19 No. 3, pp. 281-301. https://doi.org/10.1108/09564230810874986