In a changing world, our emotions and the ways we express them have also changed. Especially in the last three years, psychologists’ detailed explanations of emotions, experiences and human nature on social media platforms have made the masses question their selves and even their emotions. Thousands of people have benefited from therapy services. It was realized that emotions are not a weakness, but rather a keystone of human nature. Today, not only emotions have been recognized. At the same time, the way we express them has also come to the fore. It has become popular to express emotions in social settings, within the family and even within companies.
Dialogues with emotions have become an important part of communication for individuals. It is known that the prominence of emotions in daily life and even in different aspects of life has led companies to pay more attention to emotions in order to better understand customers and provide better service to customers, and to produce new strategies for this situation. Positive emotions are positively associated with customer satisfaction, loyalty and post-purchase convenience perceptions, while negative emotions are negatively associated with the related variables. The idea that customers do not only make decisions based on logical reasons, but that emotions are also effective in these decisions is increasingly accepted. The identification and understanding of customer emotions by businesses will facilitate businesses in ensuring customer satisfaction and loyalty and ensuring that customers solve their post-purchase problems with the business.
The most prominent emotions and emotional states in customer service are;
Surprise: Customers who encounter an unexpected situation may develop a sense of surprise. As a result of confusion, they may exhibit more impulsive behavior. Especially more insistent attitudes can be exhibited at the point of eliminating the problem.
Anxiety: Customers who encounter a problem with the product or service may develop a sense of anxiety. As a result, a negative perspective towards the brand may be developed.
Impatience: Especially during working hours during the day, more hasty behaviors can be exhibited at an intense pace. In situations where long waiting times or a quick solution is expected, feelings of patience or haste may come to the fore. A long waiting time at the point of solving the problem may cause the customer to view the brand negatively.
Satisfaction: In cases where customers’ needs are met and their expectations are met, the feeling of satisfaction may prevail.
Happiness/Gratitude: Customers who have a positive experience may express feelings of thanks or gratitude. This can lead to positive perceptions of the brand and affect brand loyalty.
Reference: Psychologist Merve Altındağ
Uslu Divanoğlu, S., İçerli, L., & Arsu, T. (2018). Tüketicilerin duygusal zekâsının içgüdüsel ve kompülsif satın alma davranışları üzerindeki etkisi: Aksaray ili örneği.
