Towards Customer's Emotion Management in Marketing: The Role of customers' Emotions on Their Experience

This research study aims at understanding the role of the customers' emotion towards a certain product/service in their experience. In another word, this research aims at finding the relationship between the customers' emotions and the way it influences their experience in a certain purchasing process. A questionnaire was distributed on a random sample of mall visitors through a period of 30 days (month) and it was based on variables including; A) shop clerk's sex, uniform and emotional behavior B) shop's environment C) clerks' friendliness. The results show that positive emotions of the customers which are connected to a positive shopping experience is influential and hence can lead to a positive purchasing decision, in addition to that, it was found out that the shop clerk's positive emotions is very important in supporting the client with a good shopping experience in the store. The gender was also a notion that worth to be noted based on the idea that the results supported that concept of the opposites meet. Finally, the uniform and dress codes for the shopping assistants appeared to be the least influential factor of all. Keywords: Customer emotions, customer experience, in-store customer emotions, provider/buyer encounte

Game-based student e-learning experience: Empirical evidence from private universities in Jordan

This study investigates the impact of game-based (gamification) e-Learning techniques on students' engagement, thereby, their satisfaction with e-learning in Jordanian private universities. A conceptual model was developed based on existing empirical evidence from the literature. Data was then collected through a self-administered questionnaire survey from 198 private university students, who were conveniently selected for the study. The data was analyzed using Structural Equation Modeling (SEM) with smart PLS 23. Data analysis revealed a positive effect of gamification on both student engagement and satisfaction, suggesting that incorporating gaming elements into the e-learning process in Jordanian private universities led to higher levels of student engagement, thereby greater student satisfaction with the e-learning experience. A mediating role was also found for student engagement on the effect of gamification on student satisfaction. The findings provide insights to practitioners on how gamification can be utilized as an effective strategy to deliver a more enjoyable and interactive e-learning experience. Research findings were discussed, and conclusions and implications were lastly provided