Fix this text
Uniken
Fix this textUNSW
Fix this textNo. 434 (No. 13 of 1997)
Fix this textFortnightly
Fix this text15 August 1997
Fix this text• Charitable works at
Fix this texthome and overseas
Fix this textPAGE 2
Fix this text• Launch of Postgraduate
Fix this textMedical School
Fix this textPAGE 3
Fix this text• One of the three great
Fix this textpoets writing in English
Fix this textPAGE 5
Fix this textConsumer emotions and satisfaction
Fix this textBy Jane Mundy
Fix this textWhether you’re buying a pair of
Fix this textshoes, ordering a meal in a res-
Fix this texttaurant or seeing a bank manager
Fix this textabout a home loan, “satisfaction” is what
Fix this textyou, the consumer, are after.
Fix this textCustomer satisfaction is the second most
Fix this textmeasured index in Australian business af-
Fix this textter net profit, and making sure that you are
Fix this texta “satisfied customer” is what most busi-
Fix this textnesses are all about.
Fix this textBut what does this übiquitous term “cus-
Fix this texttomer satisfaction” really mean, and does it
Fix this textreflect what customers actually feel during
Fix this textthe “consumer experience”?
Fix this textAccording to Mr Michael Edwardson , a lec-
Fix this textturer in UNSW’s School of Marketing,
Fix this text“satisfaction” is only one of a multitude of
Fix this textemotions experienced by consumers in the
Fix this textmarHtplace.
Fix this textMr Edwardson said it was a rather flat term
Fix this textthat hid the true richness of the consumer
Fix this textexperience the frustration of waiting in a
Fix this textqueue, the anger we feel when we get rude
Fix this textservice, the excitement of buying a new
Fix this textcar, gratefulness when someone goes out of
Fix this texttheir way to help.
Fix this textA psychologist specialising in consumer
Fix this textbehaviour, Mr Edwardson said focusing
Fix this textonly on the term “satisfaction” seriously
Fix this textlimited our discovery and understanding of
Fix this textthe total consumer experience, and cus-
Fix this texttomer service managers and hands-on
Fix this textservice providers did so at their peril.
Fix this textIn one of the first attempts worldwide to
Fix this textmeasure and analyse consumer emotions,
Fix this textMr Edwardson has analysed almost 400
Fix this text“service encounters” across more than 30
Fix this textdifferent services, from airlines to super-
Fix this textmarkets and professional services.
Fix this textHe has found that when people are asked
Fix this textto recall a specific service experience, they
Fix this textcan access a detailed and rich emotional
Fix this textmemory of the event.
Fix this textHe has also found that over 200 different
Fix this textemotion words are used by respondents to
Fix this textdescribe their consumer experiences. “Hap-
Fix this textpiness” was the most mentioned emotion
Fix this textat 52 per cent, followed by “anger” with 46
Fix this textper cent and then “frustration” with 29 per
Fix this textcent. Others in the “top ten” were “impa-
Fix this texttience” (26 per cent), “relaxation” (25 per
Fix this textcent), “annoyance” (23 per cent), “excite-
Fix this textment” (21 per cent), “disappointment” (16
Fix this textper cent), “satisfaction” (15 per cent) and
Fix this text“anxiety” (11 per cent).
Fix this textMr Edwardson said these figures suggested
Fix this textit may be far more useful for customer serv-
Fix this textice managers to measure and understand
Fix this textemotions such as customer happiness (at
Fix this textthe positive end of the spectrum) and anger
Fix this text(at the negative end) than the more-measu-
Fix this textred satisfaction.
Fix this textHis research has revealed unique “emotion
Fix this textprofiles” for different services, with posi-
Fix this texttive and negative “emotional markers” for
Fix this texteach one. For example, “relaxed” and “dis-
Fix this textappointed” for restaurants, “grateful” and
Fix this text“irritated” for clothes retailing, and “trust-
Fix this texting” and “powerless” for banks.
Fix this text“Each emotion has a specific cause, a
Fix this textspecific thought, a specific feeling or expres-
Fix this textsion, a specific action tendency, and specific
Fix this textaction and a specific goal,” he explained.
Fix this text“For instance, with anger, the person is of-
Fix this textfended, the offence is perceived as
Fix this textintentional or harmful and the person con-
Fix this textsiders himself or herself innocent and
Fix this textthinks that an injustice has been done. The
Fix this textperson then glares and scowls at the of-
Fix this textfender and feels tension and agitation. His
Fix this textheart starts pounding and his muscles
Fix this texttense, he desires retribution and may lose
Fix this textcontrol or strike out either physically or
Fix this textverbally.
Fix this text“An important implication of this is that
Fix this textstaff should be trained to understand and
Fix this textdeal with emotional responses and to ad-
Fix this textjust their service accordingly.
Fix this text“Staff who are emotionally intelligent are
Fix this textable to recognise and understand their own
Fix this textand the customer’s emotional state and ef-
Fix this textfectively use this understanding to manage
Fix this textthe customer’s desired outcome to a service
Fix this textencounter.
Fix this text“A new window has been opened on our
Fix this textunderstanding of the range and depth of
Fix this textthe consumer experience. For service or-
Fix this textganisations, this means customers who are
Fix this textnot merely satisfied, but are appreciative,
Fix this textcontented, enthusiastic, happy and loyal.”
Fix this textProfessor Niland takes on AVCC presidency
Fix this textThe Vice-Chancellor of the University
Fix this textof New South Wales, Professor John
Fix this textNiland, has won the ballot for the
Fix this textposition of President of the Australian
Fix this textVice-Chancellors’ Committee (AVCC).
Fix this textProfessor Niland will take up the position
Fix this textfor a period of two years on 1 January 1998
Fix this textwhen the term of the current President,
Fix this textProfessor Fay Gale, expires.
Fix this textProfessor Niland has been UNSW Vice-
Fix this textChancellor since 1992, and has served on
Fix this textthe AVCC Board of Directors since 1996.
Fix this textProfessor Niland’s academic background is
Fix this textin economics and industrial relations. He is
Fix this textwidely credited with providing the intel-
Fix this textlectual and strategic framework for the
Fix this textintroduction of enterprise bargaining in
Fix this textAustralia.
Fix this textHe has been Chairman and Chief Executive
Fix this textof the Environment Protection Authority in
Fix this textNew South Wales and a member of the
Fix this textSydney Symphony Orchestra Board.
Fix this textProfessor Niland is currently Deputy Chair
Fix this textof the Garvan Institute of Medical Research
Fix this textand serves on the boards of St Vincent’s
Fix this textHospital, Unisearch Ltd, and the Australian
Fix this textTechnology Park.
Fix this textProfessor Niland said the next couple of
Fix this textyears will be as critical as any for the
Fix this textuniversity system in Australia and he looks
Fix this textforward to the challenge ahead.
Fix this textThe Acting President of the AVCC, Profes-
Fix this textsor Geoff Wilson, congratulated Professor
Fix this textNiland on his success and wished him
Fix this textwell.
Fix this textInside
Fix this textSnippets 2
Fix this textLetters 2
Fix this textDiary 8
Fix this textSport 12
Fix this textMr Edwardson...it may be far more useful for customer service managers to measure and understand emotions such as
Fix this texthappiness and anger than the more-measured “customer satisfaction”.
Fix this textIt's easy and takes two shakes of a lamb's tail!
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http://nla.gov.au/nla.obj-254138250
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
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>
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
{{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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