Uniken

Creator
University of New South Wales. Public Affairs Unit
Call Number
Nf 378.944 UNI
Created/Published
Kensington, N.S.W. : University of New South Wales, [1975]-2015
Issue
1997, no. 13 (15 Aug., 1997)
Images
16
View Catalogue

Contents

Uniken UNSW 1
Consumer emotions and satisfaction 1
Professor Niland takes on AVCC presidency 1
Inside 1
Snippets 2
Cambodia and Eritrea benefit from payroll deduction scheme 2
‘It’s for Kids’ charity events 2
Letters University Centre a world class venue 2
Medicine Foundation is laid for Postgraduate Medical School 3
Avoiding unintended consequences 3
Research New facility for molecular and image analysis 4
Fat Men premiere at NUTS 4
Aviation appointment for UNSW member 4
Australia Ensemble on radio 4
Official launch of bookshop 4
Profile A new bloke, poem by poem 5
Astronomy The cosmic construction site: building galaxies 6
Major student survey under way 6
Award to Banking and Finance 6
Environs UNSW 7
GREENSNIPS 7
Plane speaking! 7 , 10
Solar powered island 7 , 8
Fishing for sustainability 8
UNSW Environment Management Program news Chemicals management 8
Reference Group Meetings 8
Remanufactured Cartridge Trial 8
Unicopy to Trial Paper Conservation Strategy 8
Barbara Schaffer – graduate profile 9
A shell of a research project 9
Chautauqua workshopteaching the teachers 10
A web of environmental information 10
BOOKS Helping businesses reduce their impact 10
Taking stock of Sydney 10
Village Green takes on a dual role 11
Jack Beale lecture on global environment 11
Hong Kong civil servants for AGSM 11
Marlis Thiersch prize to Professor Jordan 11
Scientist charms colleagues with humanist approach 11
Diary 16 August – 5 September 12
Make a career of your choice 12
Defence adopts systems engineering 12
Roy Masters to deliver Barry Andrews lecture 12
Unisearch keeps printing in-house 13
When solar energy is school children’s stuff 13
Rural entry scheme for medical students 14
Students explore employment options 14
Cultural week on the lawn 14
Animal breeding facility closes down 14
Don’t wade in; surf the net 15
Student-designed car off to a good start 15
Foreign Minister for Asia lecture series 15
Activities galore at ADFA Open Day 15
Sport Anyone for a game of Carrom? 16
Record proceeds from Fun Run 16
Poetry included in Union literary prize 16
Olympic chief to visit campus 16
Mitchell saves the day 16

Text

Uniken  

UNSW  

No. 434 (No. 13 of 1997)  

Fortnightly  

15 August 1997  

• Charitable works at  

home and overseas  

PAGE  

• Launch of Postgraduate  

Medical School  

PAGE  

• One of the three great  

poets writing in English  

PAGE  

Consumer emotions and satisfaction  

By Jane Mundy  

Whether you’re buying pair of  

shoes, ordering meal in res-  

taurant or seeing bank manager  

about home loan, “satisfaction” is what  

you, the consumer, are after.  

Customer satisfaction is the second most  

measured index in Australian business af-  

ter net profit, and making sure that you are  

“satisfied customer” is what most busi-  

nesses are all about.  

But what does this übiquitous term “cus-  

tomer satisfaction” really mean, and does it  

reflect what customers actually feel during  

the “consumer experience”?  

According to Mr Michael Edwardson lec-  

turer in UNSW’s School of Marketing,  

“satisfaction” is only one of multitude of  

emotions experienced by consumers in the  

marHtplace.  

Mr Edwardson said it was rather flat term  

that hid the true richness of the consumer  

experience the frustration of waiting in  

queue, the anger we feel when we get rude  

service, the excitement of buying new  

car, gratefulness when someone goes out of  

their way to help.  

psychologist specialising in consumer  

behaviour, Mr Edwardson said focusing  

only on the term “satisfaction” seriously  

limited our discovery and understanding of  

the total consumer experience, and cus-  

tomer service managers and hands-on  

service providers did so at their peril.  

In one of the first attempts worldwide to  

measure and analyse consumer emotions,  

Mr Edwardson has analysed almost 400  

“service encounters” across more than 30  

different services, from airlines to super-  

markets and professional services.  

He has found that when people are asked  

to recall specific service experience, they  

can access detailed and rich emotional  

memory of the event.  

He has also found that over 200 different  

emotion words are used by respondents to  

describe their consumer experiences. “Hap-  

piness” was the most mentioned emotion  

at 52 per cent, followed by “anger” with 46  

per cent and then “frustration” with 29 per  

cent. Others in the “top ten” were “impa-  

tience” (26 per cent), “relaxation” (25 per  

cent), “annoyance” (23 per cent), “excite-  

ment” (21 per cent), “disappointment” (16  

per cent), “satisfaction” (15 per cent) and  

“anxiety” (11 per cent).  

Mr Edwardson said these figures suggested  

it may be far more useful for customer serv-  

ice managers to measure and understand  

emotions such as customer happiness (at  

the positive end of the spectrum) and anger  

(at the negative end) than the more-measu-  

red satisfaction.  

His research has revealed unique “emotion  

profiles” for different services, with posi-  

tive and negative “emotional markers” for  

each one. For example, “relaxed” and “dis-  

appointed” for restaurants, “grateful” and  

“irritated” for clothes retailing, and “trust-  

ing” and “powerless” for banks.  

“Each emotion has specific cause,  

specific thought, specific feeling or expres-  

sion, specific action tendency, and specific  

action and specific goal,” he explained.  

“For instance, with anger, the person is of-  

fended, the offence is perceived as  

intentional or harmful and the person con-  

siders himself or herself innocent and  

thinks that an injustice has been done. The  

person then glares and scowls at the of-  

fender and feels tension and agitation. His  

heart starts pounding and his muscles  

tense, he desires retribution and may lose  

control or strike out either physically or  

verbally.  

“An important implication of this is that  

staff should be trained to understand and  

deal with emotional responses and to ad-  

just their service accordingly.  

“Staff who are emotionally intelligent are  

able to recognise and understand their own  

and the customer’s emotional state and ef-  

fectively use this understanding to manage  

the customer’s desired outcome to service  

encounter.  

“A new window has been opened on our  

understanding of the range and depth of  

the consumer experience. For service or-  

ganisations, this means customers who are  

not merely satisfied, but are appreciative,  

contented, enthusiastic, happy and loyal.”  

Professor Niland takes on AVCC presidency  

The Vice-Chancellor of the University  

of New South Wales, Professor John  

Niland, has won the ballot for the  

position of President of the Australian  

Vice-Chancellors’ Committee (AVCC).  

Professor Niland will take up the position  

for period of two years on January 1998  

when the term of the current President,  

Professor Fay Gale, expires.  

Professor Niland has been UNSW Vice-  

Chancellor since 1992, and has served on  

the AVCC Board of Directors since 1996.  

Professor Niland’s academic background is  

in economics and industrial relations. He is  

widely credited with providing the intel-  

lectual and strategic framework for the  

introduction of enterprise bargaining in  

Australia.  

He has been Chairman and Chief Executive  

of the Environment Protection Authority in  

New South Wales and member of the  

Sydney Symphony Orchestra Board.  

Professor Niland is currently Deputy Chair  

of the Garvan Institute of Medical Research  

and serves on the boards of St Vincent’s  

Hospital, Unisearch Ltd, and the Australian  

Technology Park.  

Professor Niland said the next couple of  

years will be as critical as any for the  

university system in Australia and he looks  

forward to the challenge ahead.  

The Acting President of the AVCC, Profes-  

sor Geoff Wilson, congratulated Professor  

Niland on his success and wished him  

well.  

Inside  

Snippets  

Letters  

Diary  

Sport 12  

Mr Edwardson...it may be far more useful for customer service managers to measure and understand emotions such as  

happiness and anger than the more-measured “customer satisfaction”.  

Cite

Citation options:
Work identifier

http://nla.gov.au/nla.obj-254138250

APA citation

University of New South Wales. Public Affairs Unit & University of New South Wales, issuing body. (1975). Uniken Retrieved June 5, 2025, from http://nla.gov.au/nla.obj-254138250

MLA citation

University of New South Wales. Public Affairs Unit and University of New South Wales, issuing body. Uniken Kensington, N.S.W: University of New South Wales, 1975. Web. 5 June 2025 <http://nla.gov.au/nla.obj-254138250>

Harvard/Australian citation

University of New South Wales. Public Affairs Unit & University of New South Wales, issuing body. 1975, Uniken University of New South Wales, Kensington, N.S.W viewed 5 June 2025 http://nla.gov.au/nla.obj-254138250

Wikipedia citation

{{Citation
  | author1=University of New South Wales. Public Affairs Unit.
  | author2=University of New South Wales, issuing body.
  | title=Uniken.
  | year=1975
  | section=volumes : illustrations ; 30-43 cm.
  | issn=0312-7877
  | issue=1997, no. 13 (15 Aug., 1997)
  | location=Kensington, N.S.W
  | publisher=University of New South Wales
  | url=http://nla.gov.au/nla.obj-254138250
  | id=nla.obj-254138250
  | access-date=5 June 2025
  | via=Trove
}}

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