International Journal of Business and Economics Volume 16, No. 3 December, 2017

Feeling Loyal? The Impacts of Affective Customer Experiences on Business

Rouxelle de Villiers

Waikato University, New Zealand

Po-Ju Chen

University of Central Florida, U.S.A.

Abstract

This sub-section focuses on affective (emotional) consumption experiences in service marketing. This customer experience affects not only the immediate valance and intensity of the experience, but also the consumers and employees sense of comfort, joy, and loyalty. Thus negative experiences can be costly to the firm in terms of lost clients, demotivated employees and reduced long-term business performance.

Keywords：affective, arousal, emotions, hedonic, intensity.

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