The antecedents and consequences of customer emotions in the consumption of collective mass hedonic services: A Conceptual Model

Although customer emotions are an important area in marketing research, the investigation of the role of customer emotions in services is limited. Similarly, research examining customer emotions in the context of collective mass hedonics services has hardly rated a mention. This is surprising given the high growth of these service industries and the importance of customer emotions to service encounters. To address this gap, this research develops a conceptual model of the relationships between customer emotions, key antecedents and consequences and discusses the interrelationship of customer satisfaction, perceived value and behavioural intentions. It provides researchers with a framework to understand the role of customer emotions in these service contexts. The conceptualisation of this model also provides managers with a better understanding of the importance of managing customer emotions.