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Managing Emotions in the Purchasing Process

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Advanced Research in Technologies, Information, Innovation and Sustainability (ARTIIS 2022)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 1676))

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Abstract

Emotions influence individuals' behaviour, so companies need to manage and assess them in their relationship with their customers in order to ensure their profitability. On the one hand, today’s society incorporates the digital world more and more intensely, and people are increasingly using social networks to share their experiences and emotions. On the other hand, there is a great development of the tourism offer, appealing to the positive experiences and emotions, in order to influence the purchasing process, so it is important, after the use, to evaluate the emotions expressed by customers. The rationale of this research is the analysis of the emotions expressed by the guests of the five main 5-star hotels in Lisbon, according to the Booking classification, regarding the 3rd quarter of 2021, which corresponds to a period of high season. For the development of the work, a literature review was carried out in terms of emotions, marketing management, purchasing process and social media to assess the current state of the art, using as work methodology, netnography, since it is a suitable method for the investigation of consumer behavior in virtual communities. The study was carried out through the comments left by customers at Booking which is a site of great credibility and notoriety. It is also observed, in the post purchase process, that companies carry out a very detailed analysis of the negative comments and respond to customers either to provide clarifications or to inform them of the rectification of any anomalies presented in order to maintain a positive relationship and loyalty. The analysis and research carried out allowed us to identify some topics for future research that, if developed, will be useful for business management and will enrich the knowledge in this area.

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Author information

Authors and Affiliations

  1. Universidade Europeia, Lisbon, Portugal

    Carolina Ribeiro

  2. Universidade Europeia, CEG-Territur Universidade de Lisboa, Lisbon, Portugal

    Sofia Almeida

Authors
  1. Carolina Ribeiro
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  2. Sofia Almeida
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Correspondence to Carolina Ribeiro .

Editor information

Editors and Affiliations

  1. Universidad Estatal Península de Santa, La Libertad, Ecuador

    Teresa Guarda

  2. University of Minho, Guimarães, Portugal

    Filipe Portela

  3. BITrum Research Group, Leon, Spain

    Maria Fernanda Augusto

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Ribeiro, C., Almeida, S. (2022). Managing Emotions in the Purchasing Process. In: Guarda, T., Portela, F., Augusto, M.F. (eds) Advanced Research in Technologies, Information, Innovation and Sustainability. ARTIIS 2022. Communications in Computer and Information Science, vol 1676. Springer, Cham. https://doi.org/10.1007/978-3-031-20316-9_12

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  • DOI: https://doi.org/10.1007/978-3-031-20316-9_12

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-20315-2

  • Online ISBN: 978-3-031-20316-9

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