In today’s day and age, where companies and consumers impact the messaging of products and services (P&S), creating emotional connections is taking on more prominence. Studies indicate that positive emotions may have more of an impact on loyalty than the rational evaluation of product attributes. In many P&S categories, companies are looking for ways to create a deeper experience. These experiences preferred by many consumers, especially millennials, require a marketing and services operations approach involving head and heart.
In this article, the authors examine transactions in eleven industries, measuring overall satisfaction from not only a functional standpoint, but also noting their associated emotions and intensities.