An emotion-based typology of mobile service users

  1. Cristina Calvo Porral 1
  2. Luis Miguel Otero Prada 1
  1. 1 Universidade da Coruña
    info

    Universidade da Coruña

    La Coruña, España

    ROR https://ror.org/01qckj285

Libro:
XXX Jornadas Luso-Espanholas de Gestão Científica: cooperação transfronteiriça. Desenvolvimento e coesão territorial. Livro de resumos
  1. PaulaOdete Fernandes

Editorial: Instituto Politécnico de Bragança

ISBN: 978-972-745-273-6

Año de publicación: 2020

Páginas: 246

Congreso: Jornadas Hispanolusas de Gestión Científica (30. 2020. Bragança)

Tipo: Aportación congreso

DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Resumen

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.

Fuente de los datos: Dialnet