Lars E
Olson: describes how positive emotions lead to: purchase decisions, loyalty and
well—being. When we feel positive about the customer experience, it is easier
for us to make the choice of purchase, further we feel loyal to the brand or product
and stay loyal to it. Finally, we experience higher well-being.
Olson
presents as the determinants of
subjective wellbeing:
·
45%
consist of personal characteristics (personality, genes)
·
45%
how we spend our time (activities, behaviour, everyday life, goal process)
·
10%
social & economic factors (gender, age, cohabiting. children, income,
employment, education)
In this
perspective, it would be more useful to focus on understanding the customer’s personality
and time-spending activities than social and economic factors, which are often
more in focus when analysing target groups.
People are
generally good at forecasting future emotions on their activities. But they are
less accurate at predicting the intensity and duration of their future
emotional reactions. (Wilson & Gilbert, 2003)
People seem
to exaggerate the intensity if emotions over time. The term impact bias describes how people
overestimate the impact of future events on their emotional reactions. (Wilson
& Gilbert, 2003)
According
to professor Friman, customer satisfaction is experienced over short time.
Quality, however, is acquired over long time.
Short term:
customer satisfaction depends on the meeting of expectations. If customer’s
expectations are met they feel satisfied. High expectations lead often to
higher satisfaction. Lower expectations lead to lower satisfaction. The intensity
of customer’s emotions are more intense in short-term and gradually fade and
sometimes even alter in time.
Long-term: Lars E Olson explains the term hedonic
adaptation, adjusting to circumstances meaning that the intensity of the
emotions will become lower overtime. This means that in order to keep the intensity
of the emotions on the customer experience we need to change and adapt that
experience over time.
In a
restaurant: We need to come up with new
menus, drinks and entertainment in order to keep the customer interested. If we
just do the same thing over and over, customers will get bored and go to
another place. This is possibly one of the reasons why many restaurants don’t survive
in the extremely tough competition. It’s said for instance that an average
restaurant in the Helsinki city centre has a life expectancy of 2 years. After
that: adapt or go extinct.
Can we make
customers happy? The experience recommendation: if you want to be happier, buy
life experiences instead of material items. But also experiential products,
i.e. products between life experiences and material products provide similar
levels of wellbeing compared to life experiences and more well-being than
material products. (Guevarra & Howell, 2015)
Hedonic
consumption are said to improve happiness. This means purchases that focus on
enjoyment, fun and pleasure. Hedonic purchases provide different levels of
well-being depending on whether the customer has purchased material items or
life experiences.
My final
favourite words of wisdom: Those who believe that happiness can’t be bought don’t
know where to shop.
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