Capturing consumption emotions in service encounters: Why immediacy matters when studying service-related emotions

This paper examines the methodological arguments for using 'SMS diaries' to capture the emotions experienced by consumers of services at the very moment they are being felt.

Capturing consumption emotions in service encounters: Why immediacy matters when studying service-related emotions

Louise Maguire

Then at Dublin City University

Introduction

In ever-increasing drives for efficiency and further emphasis on cost cutting and ‘streamlining’ business processes, many organisations today are interacting less and less with their customers and ‘encouraging’ them to serve themselves via the internet, phone IVRs (interactive voice responses) or mobile phone apps, and indeed the number of self-service checkouts in the retail industry is increasing at a rapid pace. At the same time as many academics and marketing practitioners are espousing the benefits of...

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