An emotion-based typology of mobile service users
- Cristina Calvo Porral 1
- Luis Miguel Otero Prada 1
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1
Universidade da Coruña
info
- PaulaOdete Fernandes
Publisher: Instituto Politécnico de Bragança
ISBN: 978-972-745-273-6
Year of publication: 2020
Pages: 246
Congress: Jornadas Hispanolusas de Gestión Científica (30. 2020. Bragança)
Type: Conference paper
Abstract
Emotions are a relevant factor in understanding the service experience, being a potential source of pleasure or frustration. This study examines whether customer groups with different emotional patterns exist in the mobile communication services industry. Further, we aim to provide a typology of the obtained segments according to the emotions experienced in the service experience. For this purpose an emotion-based cluster segmentation is performed through a two-step cluster analysis followed by a Manova analysis, on data from 443 mobile service users. Four emotion-based customer clusters emerge: “unemotional pragmatics”, “demanding complainers”, “senior passive sleepies” and “millennial enthusiasts” being the later the most attractive segment since they show a strong emotional bond with mobile services. Mobile service users cannot be seen as a homogenous group, and managers should examine and manage the emotions experienced in the mobile services.