Providing Excellent Consumer Service Is Therapeutic: Insights from an Implicit Association Neuromarketing Study.

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ID: 78833
2019
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Abstract
This paper reports the results of a combined biometric and implicit affective priming study of the emotional consequences of being the provider or receiver of either positive or negative customer service experiences. The study was conducted in two stages. Study 1 captured the moment-by-moment implicit emotional and physiological responses associated with receiving and providing good customer service. Study 2 employed an affective priming task to evaluate the implicit associations with good and poor customer service in a large sample of 1200 respondents across three Western countries. Our results show that both giving and receiving good customer service was perceived as pleasurable (Study 1) and at the same time, was implicitly associated with positive feelings (Study 2). The authors discuss the implications of the research for service providers in terms of the impact of these interactions on employee wellbeing, staff retention rates and customer satisfaction.
Reference Key
calvert2019providingbehavioral Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Calvert, Gemma Anne;Pathak, Abhishek;Ching, Lim Elison Ai;Trufil, Geraldine;Fulcher, Eamon Philip;
Journal Behavioral sciences (Basel, Switzerland)
Year 2019
DOI
E109
URL
Keywords
customer service neuromarketing cognitive neuroscience employee retention implicit reaction time semantic priming

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