Design of mobile application for self-reporting affective experiences

Abstract

Affective experiences have a major role in value creation during customer encounters both in business to consumer (B2C) and business to business (B2B) domains. However, understanding and effectively identifying affective experiences is challenging. Based on a practical need of a case company, the aim of this study was to develop an ensemble artifact for measuring affective experiences during customer encounters. Following action design research method, we designed the artifact in two cycles. First cycle involved creating a poster to capture affective experiences in an event setting. In second cycle, a mobile application was developed for identifying affective experiences. In a pilot study the mobile application was used to interview 73 individuals during customer encounters at various touchpoints of the customer event by four interviewers. The study reports the preliminary findings, evaluates the artifact development process through the lenses of design science research process model, and identifies the future research directions.