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Understanding emotional customer experience and co-creation behaviours in luxury hotels

Wu, Szu-Hsin and Gao, Yuhui (2019) Understanding emotional customer experience and co-creation behaviours in luxury hotels. International Journal of Contemporary Hospitality Management, 31 (11). pp. 4247-4275. ISSN 0959-6119

Purpose: A holistic understanding of sources that evoke customer emotions is essential for creating a positive emotional customer experience (ECX). Despite a significant focus on the cognitive aspect of customer experience and traditional customer behaviours (e.g. loyalty and satisfaction), limited attention has been paid to ECX and co-creation behaviours. The purpose of this paper is to address this important knowledge gap by identifying different emotions and prominent sources of ECX (i.e. emotion triggers and constructors) during service interactions. By doing so, key customer co-creation behaviours are also identified, which help enhance positive customer experience. Design/methodology/approach: A combined application of the appraisal theory and thematic analysis was used to explore ECX, its sources and co-creation behaviours as observed from 1,063 TripAdvisor customer reviews of luxury hotels in Ireland. Findings: The results show that a single service interaction can evoke multiple emotions during the interaction process. The findings capture prominent emotions that customers experience and various important emotion triggers (physical environment, service management and offerings and human interaction) and constructors (customer expectation, accumulated service experience and culture fusion and authenticity). Three main customer co-creation behaviours (reinforcing intention, active and resourceful behaviours), which help facilitate the co-creation of positive customer emotions, are also identified. Originality/value: The study proposes a new framework that provides unique insights into ECX to guide service improvement and innovation. A novel approach of applying the appraisal theory to a netnographic study is used to develop an ECX framework, which integrates various emotion triggers and constructors, and subsequent customer co-creation behaviours in the hotel industry.
Item Type:Article (Published)
Uncontrolled Keywords:Customer co-creation behaviours; Emotion triggers and constructors; Emotional customer experience; Hotels
Subjects:Business > Consumer behaviour
DCU Faculties and Centres:UNSPECIFIED
Publisher:Emerald Group Publishing Limited
Official URL:http://dx.doi.org/10.1108/IJCHM-04-2018-0302
Copyright Information:© 2019, Emerald Publishing Limited. This article is © Emerald Group Publishing and permission has been granted for this version to appear here (Doras.ie). Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited. - See more at: http://www.emeraldgrouppublishing.com/authors/writing/author_rights.htm#sthash.CY1QqNe3.dpuf
Use License:This item is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 3.0 License. View License
ID Code:24240
Deposited On:24 Feb 2020 12:55 by Vidatum Academic . Last Modified 25 May 2021 15:12

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