From Customer Satisfaction to Emotions: Alternative Framework to Understand Customer's Post-consumption Behavior
From Customer Satisfaction to Emotions: Alternative Framework to Understand Customer's Post-consumption Behavior
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从客户满意度到情感：了解客户消费后行为的替代框架
DOI：
10.1109/ijcss.2012.11
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发表时间：
2012
期刊：
影响因子：
--
通讯作者：
Jing Wang
中科院分区：
文献类型：
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作者：
Jing Wang
当前市场营销的趋势是创造引人入胜、非凡和持久的客户体验。这样的体验不仅仅是客户满意，而且在决定客户的偏好和购买决策方面发挥着重要作用。仅仅达到顾客满意是不够的，还需要考虑其构成体验、与顾客感知的情感价值相联系的无形要素以及顾客行为的情绪性和非理性的一面。作者认为，建立一个完整的情感框架来描绘消费者体验，将在传统满意度的基础上进一步预测消费者的消费后行为。本文首先回顾了有关顾客满意的文献，然后从心理学的角度阐述了为什么需要研究消费者情绪，然后简要总结了现有关于情绪如何影响消费者行为的实证研究。最后，作者介绍了可以用来预测顾客消费后行为的情感分类法，而不是顾客满意度。
The current trend in marketing is to create engaging, extraordinary, and lasting customer experiences. Such experience goes beyond mere customer satisfaction and plays a fundamental role in determining the customers' preferences and purchase decisions. It is not sufficient to achieve customer satisfaction, but to consider its component experiences, intangible elements linked to the emotional value perceived by customers and the emotional and irrational side of customer behavior. The authors hold the view that building an integrated emotional framework to delineate consumers experience will further predict customer post-consumption behavior besides the traditional satisfaction rating. This review starts from literature concerning to customer satisfaction, afterwards from a psychological perspective states reasons why we need to study consumer emotions, and then briefly summarizes the existing empirical researches regarding how emotions affect consumer behavior. Finally, the authors introduce affect taxonomies that could be used for predicting customers' post-consumption behavior instead of customer satisfaction.