Customer emotions minute by minute: How guests experience different emotions within the same service environment

Abstract For years, the importance of customer emotions has been recognized in the service literature. Despite existing research, the discrete emotions generated by each service encounter within the theme park setting deserves more attention. The present research uses a quantitative research method to ascertain the various customer emotions experienced throughout the theme park experience using the Positive and Negative Affect Schedule (PANAS). Data was analyzed using multinomial logistic regression as well as correlation analysis. Results indicate that the emotions most likely to produce a satisfying theme park experience take place when enjoying rides, dining, and interacting with others. In contrast, the emotions generated while buying tickets were negatively associated with a satisfying theme park experience. Based on the results of this study, the authors provide a series of recommendations to generate positive emotions at key service encounters within the theme park experience.