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Whether customers feel good or bad about their experiences is ultimately underpinned by their emotions. This doesn't matter what context they are in -- every interaction is emotional. As consumers, our shopping experiences mean quite a lot to us. If we stand in ridiculously big queues or receive terrible customer service, we are most likely to stay far away from or never return to that store. On the other hand, however, if we are delighted with the store's customer service, the product range or even the floor layout, we are most likely to continuously purchase and build a relationship with the brand.