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How The Affective State One is in Prior To The Service Encounter Influences One’s Perception

Written by H. Kaiser

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Term Paper






Term Paper: Service encounters are events that we deal with in our daily lives. Everyone has a good experience, which usually leads to a revisit or recommendation, and a bad experience that leads to business dissuasion. A broad part of corporate service engagement is getting repeat customers. But how to ensure repeat customers? There are two key factors, namely customer satisfaction and loyalty (Wong, 2004). Customer satisfaction is independently related to business or daily life, increasing the possibility of customer loyalty. Customers who are loyal to a certain business are unlikely to switch to competing businesses. Customer satisfaction is affected by consumers' perceptions of the service. As perception shapes and builds our experiences and expectations (Sincero, 2013), how we view the importance of service contact or social interaction often plays a huge role. Therefore, it is important to understand the factors that affect our perception. What factors affect consumer perception? Does previous emotional state affect the way customers perceive service encounters? The focus of this research is how the emotional state before the event affects the perception of service and satisfaction. In particular, this study will weigh the importance of positive emotional states and negative emotional states. In addition, we will study in detail which lasting effects will lead to one's experience. 2. The literature used in the literature review is five psychology articles. The follow-up experiment is based on "On the subjective quality of social justice: the role of emotion as information in the psychology of justice judgment" (Van den Boos, 2003) on the emotional state and how justice is formed. It further understands what role emotional states play in uncertain situations and how much influence they have on a person's judgment and perception of justice. In addition, the experiment is based on "theoretical exploration and models of consumer expectations, post-purchase emotional states and emotional behaviors" (Santos & Boote, 2003) to further understand customer expectations and post-purchase emotions. It explains how much post-purchase emotions play in service perception, leading to a role in recommending businesses to friends and family. In addition, the "Role of Emotional Satisfaction in Service Encounters" (Wong, 2004) outlines the weight and importance of emotional states, as well as the difference between negative and positive emotional states. In addition, the study "the influence of pre-conference emotions on satisfaction with anxiety-inducing service encounters" (Brown & Kirmani, 1999) also supports this. 3.1 Affective state Affective state is the psychological structure that describes a person's feelings and emotions, and it connects psychological and physical processes. Emotions are an important aspect of understanding how and why humans behave in a certain way. They play another huge role in the decision-making process. Similarly, in the decision-making process and social interaction, how we perceive the emotions of others and how they accept our emotions also need to be considered. According to Darwin, emotions are intertwined with adaptation to the environment and communication with others (Darwin, 1859). He pointed out that certain emotions arise through the evaluation of objects and situations (Darwin, 1859). He pointed out that emotions exist because they can adapt and help humans survive and reproduce (Darwin, 1859). For example, humans develop a "fight or flight" response based on instinct and emotion. In addition, insight into the emotions of other people or animals can help humans understand their situation more deeply and respond correctly to avoid danger. Other psychologists who have carefully studied the theory of emotions are William James and Karl Lang. They pointed out that emotions are based entirely on physiological responses (Cherry, 2019). This means that external stimuli will develop into physiological responses (Cherry, 2019). Then, emotions are based on how people interpret these reactions. For example, if you walk through a dark passage, someone appears behind you, and your heart starts beating wildly. James-Lang theory suggests that you can interpret this emotion as fear. Emotions tend to surpass rationality, leading to a "knee-jump reaction", which means that humans will react immediately without considering their decisions. In short, emotions are the main indicators that explain human behavior and shape our decisions and opinions. Perception is a way for us to interpret and understand our surroundings. Neutral pulses are sent to our brains and then classified, classified and interpreted. The important thing is to help us grasp our environment and analyze where we fit our environment. Perception helps us rationalize. Another factor to consider when talking about perception and decision-making processes is "top-down and bottom-up processing." To understand what "top-down and bottom-up processing" is, you need to understand what feeling is. Sensation is the transmission of neutral impulses in the environment to the brain, and then into visual images, sounds, taste and touch (Sincero, 2013). Perception is then responsible for organizing and interpreting the information received. In "top-down processing", perception is based on past experience and expectations (Sicero, 2013). It does not happen in real time. The information people receive is interpreted and adapted into environmental cues. Read Less