An emotion-based typology of mobile service users

• Cristina Calvo Porral ^[1] ; Luis Miguel Otero Prada ^[1]
  1. [1] Universidade da Coruña

     Universidade da Coruña

     A Coruña, España

     
• Localización: XXX Jornadas Luso-Espanholas de Gestão Científica: cooperação transfronteiriça. Desenvolvimento e coesão territorial. Livro de resumos / Paula Fernandes (aut.), 2020, ISBN 978-972-745-273-6, pág. 246
• Idioma: inglés
• Enlaces
  • Texto Completo Libro
• 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.