Measuring emotions in customer experiences in retail store environments. Testing the applicability of thee emotion measurement instruments

Abstract

Since economy and marketing are shifting from a goods to a service dominant logic, creating and directing memorable customer experiences in retail store environments has become a valuable differentiation strategy. While customer experiences continually receive more attention in literature, knowledge about how to induce these experiences often lacks definitions of central concepts and empirical support. Given that different authors have acknowledged an environment’s ability to change consumer emotions and thereby affecting consumer responses, different attempts have been made to capture the mediating role of emotions on consumer responses in the retail store. The purpose of this paper is to contribute to this literature by investigating the applicability of two verbal and one visual self-report emotion measurement instrument for measuring emotions in customer experiences in retail stores.