ABSTRACT
The goal of any service is to satisfy clients’ wants and needs. With such satisfaction come positive feelings and with positive feelings come behavioural responses. The service provider is particularly interested in two types of responses. These responses are repeat behaviour and the spreading of positive word of mouth. In this chapter, we consider how positive emotions generated by successful service delivery can encourage both such behaviours. We explore how providers can encourage clients to (1) return to the provider and (2) say nice things to others about the service and the service provider. We view client satisfaction as the key to this process.
