Components of Customer Emotional Experience with Halal Food Establishments

Customer experience has great influence on6 satisfaction and their behavioural intentions. In fact, research on customer emotional experience has gained greater attention lately especially in the experience-driven hospitality industry. This exploratory research aims to identify the components of customer emotional experience with Halal food establishments. A questionnaire survey was carried out in Sarawak, Malaysia (n=260). Reliability Analysis and Exploratory Factor Analysis (using Principal Component Analysis and Varimax Rotation) were performed. The findings indicated that there were six components of customer emotional experience, namely spiritual assurance, pleasure, arousal, dominance, joy and acceptance. The components were moderately and significantly associated among each other, implying that the customer emotional experience had to be comprehensively managed so as to create satisfactory customer emotional experience which would then enhance positive behavioural intentions.