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Perceived Affective Feelings in Service Relationships: A Study of Triggers in Switching Processes
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center. Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration.
2006 (English)Conference paper (Refereed)
Abstract [en]


This study deals with the challenging area of customer reactions, in service research labelled customers emotional reactions in relationships. The impact of emotions on customer relationships has occurred sporadically in service research for about two decades. In this study, affective feelings are connected to customer switching processes in telecom relationships. However, not many empirical studies have been carried out. The combination of affective feelings and switching processes has been neglected in the literature. Affective feelings, however, may be a major potential addition to our understanding of customer relationships, in terms of their stability. Customers affective feelings related to actual switching behavior may reveal new insights into different categories of switching processes. Affective feelings may also deepen our knowledge of similar switching-process categories in cases where different emotions are expressed. Accordingly, the emotion-related knowledge can be of significance to subsequent behavior in customer relationships. In other words, our understanding of the stability function of the relationships may benefit from the findings.

Keywords: Service relationships, Switching process, Trigger, Affective feelings

Place, publisher, year, edition, pages
National Category
Business Administration
Research subject
Business Administration
URN: urn:nbn:se:kau:diva-22316OAI: diva2:595993
Internationa Research Seminar in Service Management, La Londe, France
Available from: 2013-01-21 Created: 2013-01-21 Last updated: 2013-01-21

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