Experiential values over time – a comparison of measures of satisfaction and emotion

Abstract

This paper reports on a longitudinal, quantitative study of the effects of satisfaction and emotions on future behavioural intention. A review of the literature identifies growing evidence of the effects of an individual's emotional state on consumption decisions. There is evidence that measures of satisfaction are poor predictors of repeat buying behaviour, and this may be due to their failure to adequately incorporate an affective element. In this study, 352 graduates who attended a graduation ceremony were tracked over a period of six months and their level of satisfaction, and the emotions evoked by the experience of attending their ceremony were recorded. Satisfaction was observed to be a poor predictor of an individual's likelihood of recommending attendance at a future graduation ceremony to a friend. Furthermore, satisfaction had a declining effect over time. However, the level of positive emotions evoked after six months continued to be strongly associated with behavioural intention. This paper informs methodologies for measuring customer satisfaction, which have traditionally been undertaken immediately after a service encounter, but evidence is presented that a survey undertaken closer to the next point of consumption decisions/recommendation may be a more valid and managerially useful measure.

Carry-over effects in perceptions of educational value

“…This study adopts a longitudinal approach to the examination of the impact that perceptions of educational value at a specific point of the consumption process have on successive evaluations of value. This approach is consistent with evidence of significant carry-over effects in consumers' expectations (Licata, Chakraborty, and Krishnan 2008), satisfaction (de Ruyter et al 1997;Koenig-Lewis and Palmer 2008), beliefs (Slotegraaf and Inman 2004) and evaluation of attribute-level performance (Mittal, Kumar, and Tsiros 1999).…”

Investigating the impact of consumer values and advocacy behavior on buying decision satisfac-tion: A study through gender lens

“…Another study related to tourism reveals that consumption emotions are associated with how fairly services are provided and affect customer satisfaction (Su & Hsu, 2013). Customer emotions are a better source for predicting their future behavior intention in contrast to customer satisfaction (Koenig-Lewis & Palmer, 2008). The correct judgment of customers' perceived emotions by the sales force will strengthen the buyer-seller relationship and enhance selling performances (Kidwell et al, 2007).…”

Measuring Customer Experience

“…Compared with the relationship between customer satisfaction and word-of-mouth, I also established a more direct link between CX and word-of-mouth. Customer satisfaction is often put forward as a mediator between service quality and loyalty and wordof-mouth (Seiders et al 2005), but this relationship has always been challenged, suggesting there might be constructs (e.g., CX) capable of predicting consumer behavior better than customer satisfaction (e.g., Koenig-Lewis & Palmer 2008). The results of our studies imply that customer experience, measured by EXQ, is an even better predictor of both loyalty and word-of-mouth behavior.…”