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The role of emotion in service evaluation Senior citizens' assessments of long‐term care services

The role of emotion in service evaluation Senior citizens' assessments of long‐term care services Purpose – This paper aims to explore the role of emotions in consumers' evaluations of service quality. Design/methodology/approach – The study uses empirical qualitative data from in‐depth interviews with 26 senior citizens who are consumers of long‐term residential care services in a Swedish rural community. The empirical findings are analysed inductively in terms of dimensions derived from the literature on the role of emotions in consumers' evaluations of service quality. Findings – When explaining their overall evaluations of service quality, the respondents referred exclusively to service dimensions that had evoked emotional reactions. However, although these service dimensions were the only ones to influence the consumers' perceptions of service quality, respondents tended to reflect about these dimensions in a cognitive manner. The remaining service dimensions, which did not evoke any emotional memories, did not influence the respondents' perceptions of the overall quality of services rendered. Research limitations/implications – Emotional reactions can direct the attention of consumers to certain service dimensions, and subsequently trigger cognitive evaluations of these dimensions. The emotional and cognitive responses of consumers to services are thus interrelated. More research is needed into the mechanism of this interaction. Practical implications – Service providers should recognise that consumers' emotional and cognitive reactions are intertwined. For providers of aged‐care services, this study suggests certain service dimensions that are worthy of further attention in seeking positive evaluations of services from users. Originality/value – Previous research has tended to distinguish between emotional and cognitive evaluations of services. This study challenges this distinction by demonstrating that dimensions that have traditionally been viewed as “non‐emotional” can be influenced by “emotional” reactions. Thus, the study shows that “emotional bias” can lead to some dimensions having a disproportionate influence on overall evaluations of service. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Managing Service Quality Emerald Publishing

The role of emotion in service evaluation Senior citizens' assessments of long‐term care services

Managing Service Quality , Volume 18 (2): 16 – Mar 21, 2008

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0960-4529
DOI
10.1108/09604520810859201
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper aims to explore the role of emotions in consumers' evaluations of service quality. Design/methodology/approach – The study uses empirical qualitative data from in‐depth interviews with 26 senior citizens who are consumers of long‐term residential care services in a Swedish rural community. The empirical findings are analysed inductively in terms of dimensions derived from the literature on the role of emotions in consumers' evaluations of service quality. Findings – When explaining their overall evaluations of service quality, the respondents referred exclusively to service dimensions that had evoked emotional reactions. However, although these service dimensions were the only ones to influence the consumers' perceptions of service quality, respondents tended to reflect about these dimensions in a cognitive manner. The remaining service dimensions, which did not evoke any emotional memories, did not influence the respondents' perceptions of the overall quality of services rendered. Research limitations/implications – Emotional reactions can direct the attention of consumers to certain service dimensions, and subsequently trigger cognitive evaluations of these dimensions. The emotional and cognitive responses of consumers to services are thus interrelated. More research is needed into the mechanism of this interaction. Practical implications – Service providers should recognise that consumers' emotional and cognitive reactions are intertwined. For providers of aged‐care services, this study suggests certain service dimensions that are worthy of further attention in seeking positive evaluations of services from users. Originality/value – Previous research has tended to distinguish between emotional and cognitive evaluations of services. This study challenges this distinction by demonstrating that dimensions that have traditionally been viewed as “non‐emotional” can be influenced by “emotional” reactions. Thus, the study shows that “emotional bias” can lead to some dimensions having a disproportionate influence on overall evaluations of service.

Journal

Managing Service QualityEmerald Publishing

Published: Mar 21, 2008

Keywords: Elder care; Health services; Customer satisfaction; Sweden; Long‐term care

References