This page is older archived content from an older version of the Emerald Publishing website.

As such, it may not display exactly as originally intended.

Emotions in Service Interactions

Special issue call for papers from Managing Service Quality

Guest Editors:

Riadh Ladhari, Laval University, Canada ([email protected])
Enrique Bigné, University of Valencia, Spain ([email protected])

Deadline for submissions: 31st December 2014

About the special issue

The experiential approach emphasizes that consumers are rational and emotional human beings motivated by the pursuit of fun and feelings. The role of emotions has gained the interest of both academics and practitioners as a critical element in understanding consumption experiences and behavior (Han and Jeong, 2013; Mattila and Enz, 2002). The understanding of the role of emotions is vital for utilitarian consumption that is motivated by filling basic needs, and hedonic consumption that is multisensory and a pleasure-driven consumption. Emotions are markers, mediators, and moderators of consumer responses (Bagozzi et al., 1999). They influence information processing, choices, satisfaction, perceptions of service failure, word-of-mouth, complaining behavior, and loyalty (e.g., Bagozzi et al., 1999; Joireman et al., 2013; Han and Jeong, 2013) 

In the last three decades, most of the service studies focused mainly on the cognitive component of service experience. Many researchers have reported that cognitive models are limited in their ability to explain service encounter assessment (Brunner-Sperdin et al., 2012; Dong and Siu, 2013). In fact, service experience evaluation is both cognitive and emotional (Edvardson, 2005; Han and Jeong, 2013). This applies to utilitarian services such as banks and fast-food restaurants, and hedonic services such as hotel resorts. Previous studies, mostly limited to hedonic services, support the relationships between emotions displayed during service encounters, service evaluation, and behavioral intentions (Brunner-Sperdin et al. 2012; Bigné et al., 2008; Dong and Siu, 2013; Ladhari, 2009). Despite their valuable role in modeling consumer attitudes and behaviors in a service setting, the focus on customers’ emotional reactions to service encounters is currently lacking (Brunner-Sperdin et al. 2012; Ladhari, 2009).

In order to address this gap in service journals, the purpose of this special issue is to discuss and empirically examine the role of emotions in service interactions for both utilitarian and hedonic services.


Strong theoretical development and empirical research that address the following topics (but not definitely limited to these) are particularly welcome:

  • Effects of emotions displayed during service interactions on customers’ evaluations of the service experience.
  • Contrast of the role of emotions in service interactions between utilitarian and hedonic services.
  • Transmission of emotions in a social service-scape, including employee-to-customer and customer-to-customer interactions.
  • Relationships between service stimuli and specific emotions such as joy, delight and anger, frustration.
  • Identification of emotional pattern to different perceived service interactions.
  • Complex interplay between cognition and affect in service encounters’ evaluations.
  • Evolution of the valence and intensity of emotional responses in extended service interactions.
  • Use of combined methodological approaches to identify emotions displayed in service interactions.
  • Development and validation of a measurement scale of customers’ emotional reactions to service interactions.
Submission details

Submissions are due before 31st December 2014. Authors should follow the submission guidelines for managing service quality journal. All submissions should be made online at

Guest editors’ biographies

Riadh Ladhari, Ph.D., is a Professor of marketing at Laval University, Quebec, Canada. His current research is focused on service quality, emotions’ role in consumer behavior, cross-cultural studies, tourism and hospitality marketing. His work has been published in refereed journals such as Journal of Business Research, Psychology & Marketing, Journal of Service Management, Managing Service Quality, Service industries Journal, Journal of Retailing and Consumer Services, International Journal of Hospitality Management, International Journal of Contemporary Hospitality Management, Performance Measurement and Metrics, Journal of Financial Services Marketing, and International Journal of Bank Marketing.

Enrique Bigné, Ph.D., is a Professor of marketing at University of Valencia, Spain. His research is focused on service quality, emotions, tourism marketing destinations, and integrated marketing communications. His work has been published in refereed journals such as Tourism Management, Annals of Tourism Research, Journal of Business Ethics, European Journal of Marketing, Psychology & Marketing, International Journal of Advertising, Journal of Current Issues and Research in Advertising, Journal of Strategic Marketing, The Journal of Product & Brand Management, Journal of Services Marketing, and The International Review of Retail, Distribution and Consumer Research.


Bagozzi, R.P., Gopinath, M., Nyer, P.U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27, 184-206.

Bigné, J.E., Mattila, A.S., Andreu, L. (2008). The impact of experiential consumption cognitions and emotions on behavioral intentions. Journal of Services Marketing, 22 (4), 303 – 315.

Brunner-Sperdin, A., Peters, M., Strobl, A. (2012). It is all about the emotional state: Managing tourists’ experiences. International Journal of Hospitality Management, 31 (1), 23-30.

Dong, P., Siu, N. Y. M. (2013). Servicescape elements, customer predispositions and service experience: The case of theme park visitors. Tourism Management, 36, 541-551.

Edvardsson, B. (2005). Service quality: beyond cognitive assessment. Managing Service Quality, 15 (2), 127-131.

Joireman, J., Grégoire, Y., Devezer, B., Tripp, T. M. (2013). When do customers offer firms a “second chance” following a double deviation? The impact of inferred firm motives on customer revenge and reconciliation. Journal of Retailing, 89 (3), 315–337.

Han, H., Jeong, C. (2013). Multi-dimensions of patrons’ emotional experiences in upscale restaurants and their role in loyalty formation: Emotion scale improvement. International Journal of Hospitality Management, 32, 59-70.

Ladhari, R. (2009). Service quality, emotional satisfaction and behavioural intentions: A study in the hotel industry. Managing Service Quality, 19 (3), 308-331.

Mattila, A.S., Enz, C.A. (2002). The role of emotions in service encounters. Journal of Service Research, 4 (4), 268-77.