Traditionally only cognitive measures, such as the disconfirmation of some comparison standard or perceived service performance, have been used to explain perceived service quality and satisfaction. Suggests that emotions could play an important role in determining satisfaction with a service. The results from an empirical study of customers’ experiences of the services of a labour force bureau show that customers experience different positive and negative emotions in connection with the service, and that these emotions influence service satisfaction. Finds that, on an aggregate level, direct disconfirmation of adequate service, together with positive emotions, explain satisfaction best. Identifies four groups of customers with different emotional profiles. Analyses of emotions in these groups show that negative emotions have the largest impact on customer response.
Liljander, V. and Strandvik, T. (1997), "Emotions in service satisfaction ", International Journal of Service Industry Management, Vol. 8 No. 2, pp. 148-169. https://doi.org/10.1108/09564239710166272
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