Resumen de Beyond Customer Satisfaction: are All Customers Equally Satisfied?

Dalilis Escobar Rivera, Martí Casadesús Fa, Paulo Alexandre da Costa Araújo Sampaio, Alexandra Simon i Villar

• This paper analyzes group of customers as part of a study to measure delight in restoration experiences to find differences among satisfied customers, very satisfied customers, and delighted customers. The study has an exploratory character using the two-step cluster analysis,mean differences, and other descriptive statistical analysis. The study finds three groups of customers with different satisfaction states influenced mainly by affective variables.