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The emotional influence on satisfaction and complaint behavior in hedonic and utilitarian services

The emotional influence on satisfaction and complaint behavior in hedonic and utilitarian services Greater attention should be paid to the emotional aspects of the service experience. In this context, this paper aims to propose that emotions will have a different impact on customers’ complaint behavior and satisfaction depending on the hedonic or utilitarian nature of the service and for this purpose a valence-based approach is followed.Design/methodology/approachA sample of 809 service users was analyzed through multi-group structural equation modeling, including both hedonic (bars and cafeterias, n = 210) and utilitarian services (bank and public transportation services, n = 599).FindingsResearch findings show the different influence of emotions on customers’ complaint behavior and satisfaction depending on the service nature. Further, the negative affect does not influence behavioral outcomes in hedonic services, whereas positive affect exerts a slight lower influence in utilitarian services. Finally, the service nature plays a moderating role in the emotions–satisfaction and emotions–complaint behavior relationship.Originality/valueThis research shows the important role of the service nature, reporting different results for hedonic and utilitarian services in the influence of emotions in behavioral outcomes. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Quality and Service Sciences Emerald Publishing

The emotional influence on satisfaction and complaint behavior in hedonic and utilitarian services

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1756-669X
DOI
10.1108/ijqss-02-2020-0019
Publisher site
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Abstract

Greater attention should be paid to the emotional aspects of the service experience. In this context, this paper aims to propose that emotions will have a different impact on customers’ complaint behavior and satisfaction depending on the hedonic or utilitarian nature of the service and for this purpose a valence-based approach is followed.Design/methodology/approachA sample of 809 service users was analyzed through multi-group structural equation modeling, including both hedonic (bars and cafeterias, n = 210) and utilitarian services (bank and public transportation services, n = 599).FindingsResearch findings show the different influence of emotions on customers’ complaint behavior and satisfaction depending on the service nature. Further, the negative affect does not influence behavioral outcomes in hedonic services, whereas positive affect exerts a slight lower influence in utilitarian services. Finally, the service nature plays a moderating role in the emotions–satisfaction and emotions–complaint behavior relationship.Originality/valueThis research shows the important role of the service nature, reporting different results for hedonic and utilitarian services in the influence of emotions in behavioral outcomes.

Journal

International Journal of Quality and Service Sciences – Emerald Publishing

Published: Sep 14, 2021

Keywords: Services; Emotions; Customer behavior; Hedonic services; Utilitarian services

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