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Neurophysiological frontiers in service research: unraveling the mysteries of customer experience

In: Handbook of Service Experience

Author

Listed:
  • Poja Shams
  • Nanouk Verhulst

Abstract

Emotions significantly impact customer experience (CX) across touchpoints, shaping service judgment and behavioral outcomes. Traditional emotion measurement methods often focus on retrospective perspectives, neglecting emotions’ dynamic nature during service encounters. This chapter proposes a neurophysiological approach to understanding emotions in CX, capturing real-time emotional changes and overcoming biases associated with self-report measures. We discuss various neurophysiological tools, such as facial coding, electrodermal activity, electroencephalography, and eye-tracking, which offer potential for exploring the dynamic nature of emotions during CX. Each tool provides unique insights into specific emotional or cognitive processes, allowing for a comprehensive understanding of customer behavior. By exploring these neurophysiological tools, we aim to inspire researchers to investigate emotional aspects of CX further, contributing to more effective marketing and management strategies within the service industry. This innovative approach promotes real-time, spontaneous measurement of customer reactions to service stimuli and advances our understanding of emotion as a dynamic process in service encounters

Suggested Citation

  • Poja Shams & Nanouk Verhulst, 2025. "Neurophysiological frontiers in service research: unraveling the mysteries of customer experience," Chapters, in: Per Kristensson & Lars Witell & Mohamed Zaki (ed.), Handbook of Service Experience, chapter 24, pages 336-350, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:21900_24
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    File URL: https://www.elgaronline.com/doi/10.4337/9781035300198.00034
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