Nobody understands me! The need for empathy

Abstract

Purpose This paper aims to explore the mind-set of consumers with negative mood states during mundane consumption activities. Design/methodology/approach The authors conducted in-depth interviews with 17 informants who have recently experienced severe yet temporary medical problems. Findings Consumers with severe medical problems experience an increased need for empathy during mundane business interactions, and their reaction to service failures is aggravated. Originality/value Although previous research has investigated the relationship between empathy and satisfaction in healthcare services, the current research provides a novel perspective by studying the mind-set of customers with medical problems during regular consumption activities. Further, previous research has called for a need for qualitative work in empathy research. This gap is also addressed by the current research.