Can emotions truly drive customer satisfaction? This research challenges the traditional focus on cognitive measures, diving into the significant role emotions play in how customers perceive service quality. Utilizing an empirical study within a labor force bureau, the paper reveals that customers experience a range of both positive and negative emotions directly linked to the service encounter. These emotions, it finds, have a tangible impact on their overall satisfaction. The study highlights that while direct disconfirmation of adequate service standards is crucial, it's the presence of positive emotions that best explains satisfaction at an aggregate level. Negative emotions wield a stronger influence on customer response. By identifying distinct customer groups based on emotional profiles, this study suggests that service providers can tailor their approach to enhance customer experiences, potentially leading to improved loyalty and positive recommendations. This innovative perspective underscores the importance of considering emotional factors when designing and delivering services.
Published in the International Journal of Service Industry Management, this paper aligns with the journal's focus on understanding and improving service quality. By exploring the role of emotions, it offers a fresh perspective on traditional models of customer satisfaction, enhancing the journal's contributions to service management theory and practice. The paper's citations indicate its relevance within the field.