The role of emotions in service customer decision-making

Tombs, Alastair & Tuzovic, Sven (2013) The role of emotions in service customer decision-making. In Fisk, Ray, Russell-Bennett, Rebekah, & Harris, Lloyd (Eds.) Serving Customers: Global Services Marketing Perspectives. Tilde University Press, Prahan, Vic, pp. 83-104.

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This chapter explains how customers make purchase decisions and how these decisions are influenced not only by the service marketer but also by the customers own emotions. While decision-making is described from the perspective of purchasing services rather than purchasing goods, we challenge the traditional notion that customers make informed, rational and well-thought-out decisions. Rather customers are often driven by subjective feelings such as emotions. We present evidence of how these emotions influence the behavior of customers, their attitudes and evaluation of the service, as well as final decision-making processes.

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ID Code: 86452
Item Type: Book Chapter
Keywords: Emotions, Service Customer, Decisionmaking
ISBN: 9780734610997
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Consumer-Oriented Product or Service Development (150501)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 06 Aug 2015 22:29
Last Modified: 15 Dec 2015 22:30

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