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Measuring Affective Components of Customer Experience: Conceptual and Methodological Issues

Maksim Godovykh (University of Central Florida, USA)

Contemporary Approaches Studying Customer Experience in Tourism Research

ISBN: 978-1-80117-633-0, eISBN: 978-1-80117-632-3

Publication date: 8 August 2022

Abstract

The most commonly described components of customer experience include cognitive and affective aspects. However, the subjective self-reported methods traditionally applied in tourism research cannot fully represent the instant, dynamic, and affective nature of customer experience. Therefore, there is a need for moment-based approaches and longitudinal methods in tourism research. The chapter provides a selective review of measures that can be used to assess the affective aspects of customer experience. Taking into account the advantages and limitations of each method, the integration of self-reported scales, moment-based psychophysiological techniques, and longitudinal methods should be considered as the best approach to measuring affective components of customer experience in tourism. This holistic interdisciplinary approach will help researchers and tourism practitioners understand the relationship between affective and cognitive components of tourists' pre-visit, onsite, and post-visit experience, as well as evaluate the effectiveness of marketing campaigns, identify weak points of tourists' customer journey, and maximize total travel experience.

Keywords

Citation

Godovykh, M. (2022), "Measuring Affective Components of Customer Experience: Conceptual and Methodological Issues", Jaziri, D. and Rather, R.A. (Ed.) Contemporary Approaches Studying Customer Experience in Tourism Research, Emerald Publishing Limited, Bingley, pp. 89-105. https://doi.org/10.1108/978-1-80117-632-320221011

Publisher

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Emerald Publishing Limited

Copyright © 2022 Maksim Godovykh. Published under exclusive licence by Emerald Publishing Limited