Extended Service Encounters and Customer Emotion Management

Gulnur Tumbat, San Francisco State University, USA
The aim of this study is to understand customers’ full emotional involvement in service encounters and reveal the emotional nature of their ongoing self-presentation in extended service encounters. This paper presents an exploratory study into customer emotion management in extended service encounters and argues that customers’ co-production of the service experience may also include active monitoring and management of their emotions. Such emotion control and resultant display affect the service outcome not only for those customers themselves but also for service providers and other patrons present. Thus, it is important for service marketers to understand and manage their customers’ participation in the service experience also through their emotion management in order to provide satisfactory outcomes.
[ to cite ]:
Gulnur Tumbat (2010) ,"Extended Service Encounters and Customer Emotion Management", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 917-917 .