W. Van Dolen et al., Affective consumer responses in service encounters: The emotional content in narratives of critical incidents, J ECON PSYC, 22(3), 2001, pp. 359-376
This research explores the effect of emotion on satisfaction with after sal
es services. Emotional content is derived from the respondent's answers to
the so-called critical incident question in order to classify the informati
on according to established categories and the object responsible for evoki
ng the emotional response. The emotional content is classified according to
three levels of inclusiveness; the superordinate, the basic and the subord
inate level. We found that the subordinate level is responsible for explain
ing most of the service satisfaction. Positive emotions like positive surpr
ise, pleasure and contentment contribute positively to satisfaction, while
negative emotions, such as irritation and disappointment have a negative in
fluence. Furthermore, more intense emotions have a greater impact on custom
er satisfaction than less intense emotions. Irritation, especially, has an
extraordinarily negative impact on customer satisfaction. The positive emot
ion categories contribute almost equally to satisfaction. While the service
employee is mostly the object of positive emotions in the critical inciden
ts, the product, albeit less often the object of emotion, mostly evokes neg
ative emotions. (C) 2001 Elsevier Science B.V. All rights reserved.