The Impact of Positive and Negative Customer Emotions on Their Behavioral Responses:Intention to buy, complaint behavior and change behavior

Various researchers believe that emotion is a key variable in understanding customer experience and subsequent behavior. The purpose of the present study was to investigate the impact of social environment (including emotions presented by employees, customer mood), physical environment (environmental factors and design factors), and quality of service on positive and negative emotions of customers and then the effect of customer emotions on post-purchase behaviors ( Intent to repurchase, desire to change, desire to sue).

The research method is descriptive-quantitative in terms of purpose, application and nature. The statistical population of the present study is a set of customers of 5 star hotels in Tehran. Data collection tool was a questionnaire with 350 questionnaires.

The results obtained using Structural Equation Technique and Emus software showed that 4 out of 22 hypotheses were rejected.

The results showed that factors of social environment and quality of service had positive effect on customers 'positive emotions and negative effects on customers' negative emotions. The results also showed that positive emotion had a positive and significant effect on customer repurchase intention. The study found that negative emotions had a positive effect on willingness to complain and willingness to change.