Happiness and Well-Being in Customer Experience: Transformative Research at the Time of AI

Artificial intelligence and emerging technologies are reshaping customer experience, enabling transformative encounters that enhance individual and organizational well-being. Designing and delivering such experiences requires a deep understanding of the principles and methodologies that make them effective, as well as the ability to integrate traditional and innovative research approaches. Building on this vision, Happiness and Well-Being in Customer Experience: Transformative Research Techniques in the Time of AI adopts a transformative research perspective (i.e., research that seeks to generate insights that drive positive change and enhance individual and collective well-being) to explore how customer experiences can foster happiness and well-being in the digital era. By combining techniques such as the Zaltman Metaphor-Elicitation Technique and digital participatory observation with data-driven tools like trend analysis, sentiment analysis, and machine learning for text analysis, the book provides a comprehensive research framework for understanding what truly drives customer experience happiness. Through clear frameworks and practical examples, it connects theory with application, offering guidance for graduate students, academics, and professionals. Ultimately, it advances the conversation on customer experience and promotes a balanced, happiness-centered approach to loyalty, brand strength, and contributes to individual flourishing and societal well-being.