Graduate School of Engineering, The University of Tokyo, 7-3-1 Hongo, Bunkyo-ku, Tokyo 113-8656 Japan.
Graduate School of Engineering, The University of Tokyo, 7-3-1 Hongo, Bunkyo-ku, Tokyo 113-8656 Japan.
Physiol Behav. 2023 Dec 1;272:114359. doi: 10.1016/j.physbeh.2023.114359. Epub 2023 Sep 26.
Capturing customers' emotional changes in sequential service should be realized using physiological measurements to assess customer delight. Questionnaire-based customer surveys may miss significant and dissipating emotional responses. This study developed a micro‑meso analysis method of capturing emotional changes for sequential service using electroencephalograph (EEG) measurement, dealing with both service encounters (micro-level) and servicescape (meso‑level) over a couple of hours. Customers' emotion states were defined based on emotional arousal and valence. Emotional responses caused by human interactions were evaluated, and periods of high positive affect throughout the customer journey were visualized. Experiments in actual flight services demonstrated successful emotion estimation across flight phases using a single-channel EEG measurement over two hours. Analysis results on the measurement data revealed emotional peaks outside service encounters that are not captured in customers' individual self-reports. The results also statistically revealed that two individual services (asking about a refill and conversations started by flight attendants) evoked high positive affect. Temporal dynamic analyses around high positive affect suggested patterns of interplay between joy and surprise, which are key components of customer delight. Compared with questionnaire-based evaluation, the proposed method contributes significantly to empirical studies on sequential services in marketing and design by enabling the extraction of "high positive affect," which needs to be identified for customer delight. This study supplements existing research on the interactions among physiology (EEG), behavior (emotional changes), and customer service research.
利用生理测量来评估顾客愉悦度，捕捉顾客在连续服务中的情绪变化，这一点很重要。基于问卷的客户调查可能会错过重要的、逐渐消散的情绪反应。本研究开发了一种使用脑电图（EEG）测量捕捉连续服务中情绪变化的微观-中观分析方法，处理了几个小时内的服务接触（微观层面）和服务环境（中观层面）。根据情绪唤醒和情绪效价来定义顾客的情绪状态。评估了由人际互动引起的情绪反应，并可视化了顾客旅程中高积极情绪的时间段。在实际航班服务中的实验表明，使用两小时内的单通道 EEG 测量，可以在整个航班阶段成功进行情绪估计。对测量数据的分析结果显示，在顾客的个人自我报告中没有捕捉到服务接触之外的情绪高峰。结果还从统计学上表明，两个单独的服务（询问续杯和空乘人员发起的对话）引起了高度的积极情绪。围绕高度积极情绪的时间动态分析表明了喜悦和惊喜之间相互作用的模式，这是顾客愉悦的关键组成部分。与基于问卷的评估相比，该方法通过提取“高积极情绪”，为营销和设计中的连续服务的实证研究做出了重要贡献，这是顾客愉悦度所必需的。本研究补充了现有关于生理学（脑电图）、行为（情绪变化）和客户服务研究之间相互作用的研究。
