Providing excellent customer service is therapeutic : insights from an implicit association neuromarketing study

• Main Authors: Calvert, Gemma Anne, Pathak, Abhishek, Lim, Elison Ai Ching, Trufil, Geraldine, Fulcher, Eamon Philip
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2020
• Subjects: Business::Marketing::Customer services; Customer Service; Employee Retention
• Online Access: https://hdl.handle.net/10356/142121
• Institution: Nanyang Technological University

This paper reports the results of a combined biometric and implicit affective priming study of the emotional consequences of being the provider or receiver of either positive or negative customer service experiences. The study was conducted in two stages. Study 1 captured the moment-by-moment implicit emotional and physiological responses associated with receiving and providing good customer service. Study 2 employed an affective priming task to evaluate the implicit associations with good and poor customer service in a large sample of 1200 respondents across three Western countries. Our results show that both giving and receiving good customer service was perceived as pleasurable (Study 1) and at the same time, was implicitly associated with positive feelings (Study 2). The authors discuss the implications of the research for service providers in terms of the impact of these interactions on employee wellbeing, staff retention rates and customer satisfaction.