Resumen de An emotion-based typology of mobile service users
Cristina Calvo-Porral, Luis Miguel Otero Prada
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.
