Emotions in Customer Experience

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

10 Citations (Scopus)
62 Downloads (Pure)


The aim of this chapter is to display how emotions build experiences in interactive society. To map out the emotions’ essential role in experiences, the chapter focuses to look over the literature on emotions in customer experience (CX), which is defined as an umbrella term for diverse experiences. The chapter introduces four key insights to underline the integral relation between emotions in CX in interactive society: (1) we identify eight different types and suggest a framework that captures these key types on how emotions build experiences, (2) emotions in CX are essential both in offline and online environments, (3) the diversity of emotions in interactive society is broad from positive and negative ones, and especially the role of the negative emotions should be acknowledged and further explored, and (4) we propose a set of definitions to clarify different terms used around emotions. The framework serves as a tool that guides practitioners and researchers and other professionals to acknowledge different facets of emotions when aiming to co-create experiences and manage them in the interactive society.
Original languageEnglish
Title of host publicationSociety as an Interaction Space
Subtitle of host publicationA Systemic Approach
EditorsHanna Lehtimäki, Petri Uusikylä, Anssi Smedlund
ISBN (Electronic)978-981-15-0069-5
Publication statusPublished - 2020
Publication typeA3 Book chapter

Publication series

NameTranslational Systems Sciences
ISSN (Print)2197-8832
ISSN (Electronic)2197-8840

Publication forum classification

  • Publication forum level 2

Cite this