Resumen de The Impact of Emotion on Customers’ Behavioral Responses
Abdullah Naami, Sharareh Hezarkhani
In past years, a considerable amount of researches have been dedicated to emotion and its role in service marketing. Several researchers believe that the emotion is the key variable in understanding the customer experience and its subsequent behavior. The aim of this study is to investigate the influence of social environment, physical environment and service quality on customers' positive and negative emotions and then the influence of customer emotions on his post-purchase behavior.The research method is applied in terms of purpose and descriptive-quantitative in terms of nature. The statistical population of this study is the clients of 5 star hotels in Tehran. Data collection tool was a questionnaire. 350 questionnaires were collected. Structural equation modeling and Amos software were used to analyze the data.The results showed that the social environment and service quality have a positive impact on customers' positive emotions, and negative impact on their negative emotions. The results also showed that positive emotion has a significant positive effect on customer repurchase intention.This study examines the influence of social environment, physical environment and the quality of services on the customers’ negative and positive emotions and then, the effect of customers’ emotions on the after purchasing behavior.
