Experiential values over time – a comparison of measures of satisfaction and emotion
This paper reports on a longitudinal, quantitative study of the effects of satisfaction and emotions on future behavioural intention. A review of the literature identifies growing evidence of the effects of an individual's emotional state on consumption decisions. There is evidence that measures of satisfaction are poor predictors of repeat buying behaviour, and this may be due to their failure to adequately incorporate an affective element. In this study, 352 graduates who attended a graduation ceremony were tracked over a period of six months and their level of satisfaction, and the emotions evoked by the experience of attending their ceremony were recorded. Satisfaction was observed to be a poor predictor of an individual's likelihood of recommending attendance at a future graduation ceremony to a friend. Furthermore, satisfaction had a declining effect over time. However, the level of positive emotions evoked after six months continued to be strongly associated with behavioural intention. This paper informs methodologies for measuring customer satisfaction, which have traditionally been undertaken immediately after a service encounter, but evidence is presented that a survey undertaken closer to the next point of consumption decisions/recommendation may be a more valid and managerially useful measure.
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