Two sides of satisfaction; perception of quality and emotional reactions

Yeah, what to say about this. After this week’s reading and gathering at the tweetchat I got some ideas in my mind. First, I believe that quality performance and perception of quality is easier to focus on and to develop within than emotional reactions. And why? Because I believe that emotionals reactions are difficult to measure and to deal with, which requires a lot of resources. Of course it is important, and maybe companies know about it, but it is THAT important to put a lot of resources to it? I believe yes. But maybe it is more difficult to wxplain because it will take time until you see a result and you will not be able to see exact numbers as you are able to do with quality.

For example with the public transportation (I know some other participant in this course work with this). How would it be possible to measure or improve positive emotions around this subject? Is it too dependant on the current mood of the person or does the emotions change every day dependant on a certain bus line or is it the same negative/neutral/positive emotions every day? Please give me your thoughts about this.

I believe emotional reactions is important to focus on and will be even more in the future, but very difficult to define and see the results from.




3 reaktioner till “Two sides of satisfaction; perception of quality and emotional reactions

  1. Hello Sanna ! The issue you’re raising in this post seems very important to me. I think all business owners would like to know what emotions their customers feel while using their products or services. It is also very hard to measure because of all the things (visible or not) that can trigger emotions and because of the variety of personal contexts.
    Let’s take an example with public transportation. The same person could take the same bus line for different reasons.
    If they take it to do something they are looking forward to do they are going to associate it with something positive, like an ”enabler”, and I think the effect will intensify if the bus line has great quality (no delays, great seats,…). If the quality is poor (delays, no room,…) how does the frustration interact with the pleasant outcome (the destination) ? Which dominates the other ? I have no idea 🙂 but I guess it depends on how pleased you are with your destination vs how sensitive you are about public transportation quality.
    On the other hand if you take the same bus line to do something unpleasant you will likely not see it as an ”enabler” even if its quality may ease your negative emotions. And if the quality is poor you will likely feel more miserable and have a bad experience in this bus line.
    Having said all this, I guess the important thing is not only to measure the emotions of people using your product but to also understand their context, their ”use case” to better understand how all these elements interact.

    Definitely raised more questions than answers here 🙂


  2. Hello Sanna, you’ve raised pretty interesting topic! I totally agree with you that it’s way easier for the company to manager their own performance rather than measure and control customers’ emotions. Although we do undertand that client’s emotions and expectations are important. And what occured to me while reading your post and the comment of Charlotte, that probably it’s important for the company to identify key reasons why their customers use their product and what makes them come back after the first experience or not come back. From my point of view thus the company undertstands which expectations customers have and what emotions they feel after using their product, which eventually affect on buying decision. And when you can ”filter” only those things that you need, you can manage them 🙂


  3. It is very important for a company to know what kind of feelings they create to their customers but
    I agree with you, I don’t they put a lot of effort to research and explore that field. A lot of companies are number focus, which absolutely normal, and most of them believe that a good quality is more than enough without really exploring what kind of emotions their product creates. I think that we should start emphasizing on that subject a bit more. Now, as for the public transportation the only thing that I can think at the moment that could improve the emotions created by the use of it, is maybe a new bus, more comfortable seats, how clean is the bus, maybe a change in the route to make it faster. I can’t really think of other stuff. 🙂



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