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Article
Publication date: 17 August 2021

Cristina Calvo-Porral and Luis-Miguel Otero-Prada

Greater attention should be paid to the emotional aspects of the service experience. In this context, this paper aims to propose that emotions will have a different impact on…

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Abstract

Purpose

Greater attention should be paid to the emotional aspects of the service experience. In this context, this paper aims to propose that emotions will have a different impact on customers’ complaint behavior and satisfaction depending on the hedonic or utilitarian nature of the service and for this purpose a valence-based approach is followed.

Design/methodology/approach

A sample of 809 service users was analyzed through multi-group structural equation modeling, including both hedonic (bars and cafeterias, n = 210) and utilitarian services (bank and public transportation services, n = 599).

Findings

Research findings show the different influence of emotions on customers’ complaint behavior and satisfaction depending on the service nature. Further, the negative affect does not influence behavioral outcomes in hedonic services, whereas positive affect exerts a slight lower influence in utilitarian services. Finally, the service nature plays a moderating role in the emotions–satisfaction and emotions–complaint behavior relationship.

Originality/value

This research shows the important role of the service nature, reporting different results for hedonic and utilitarian services in the influence of emotions in behavioral outcomes.

Details

International Journal of Quality and Service Sciences, vol. 13 no. 3
Type: Research Article
ISSN: 1756-669X

Keywords

Available. Open Access. Open Access
Article
Publication date: 5 July 2020

Cristina Calvo-Porral and Luis-Miguel Otero-Prada

Mobile services are expanding rapidly, and in this tremendously dynamic environment, companies should provide value-added services to meet users’ demand. In this context, the…

2328

Abstract

Purpose

Mobile services are expanding rapidly, and in this tremendously dynamic environment, companies should provide value-added services to meet users’ demand. In this context, the study aims to determine whether different user groups exist in this market and profile them.

Methodology

Based on the information of 568 mobile service users, a research was developed in the context of a mature mobile services market – Spain. A behavior-based cluster analysis is developed by means of confirmatory factor analysis (CFA), followed by two-step clustering. Then, an ANOVA and post hoc Tukey tests are conducted to confirm differences among the obtained clusters.

Findings

The study findings show that mobile service users cannot be perceived as a homogenous group, as different users with different behaviors coexist in this market. More specifically, four behavior-based segments emerge in the mobile service sector: “service connoisseurs,” “uninvolved pragmatics,” “potential switchers” and “delighted loyal”; “potential switchers” being the most challenging segment for mobile service companies.

Value

This study reports mobile service users’ heterogeneity; and in turn, mobile service managers should consider customers as four different types, instead of considering them as one single customer.

Propósito

Los servicios móviles se están expandiendo rápidamente y en este entorno tremendamente dinámico, las compañías de servicios móviles deberían de proporcionar servicios de valor añadido para satisfacer la demanda de sus usuarios. En este contexto, esta investigación tiene como objetivo determinar si existen diferentes grupo de usuarios en este mercado y aportar su pefil.

Metodología

Sobre la base de información de 568 usuarios de servicios móviles se lleva a cabo una investigación en el contexto de un mercado de servicios móviles maduro –España-. Se lleva a cabo un análisis clúster basado en el comportamiento de los usuarios, mediante un análisis factorial confirmatorio (CFA), seguido de un análisis clúster bi-etápico. A continuación, se realizan un test Anova y un test pos hoc de Tuckey para confirmar las diferencias entre los grupos obtenidos.

Resultados

Los resultados de la investigación muestran que los usuarios de servicios móviles no pueden ser percibidos como un grupo homogéneo, ya que en este mercado coexisten diferentes usuarios con diferentes comportamientos. Más específicamente, cuatro segmentos de usuarios surgen en el sector de los servicios móviles basados en su comportamiento: “conocedores del servicio”, “pragmáticos no involucrados”, “potenciales cambiadores de servicio” y “leales encantados”, siendo “potenciales cambiadores de servicio” los que presentan un mayor desafío las empresas de servicios móviles.

Valor

Este estudio muestra la heterogeneidad de los usuarios de servicios móviles, y por tanto, los gestores de los servicios móviles deben considerar a sus clientes como cuatro tipos diferentes, en lugar de considerarlos como un único tipo de cliente.

研究目的

移动服务正在迅速扩张,在这个巨大的动态环境中,企业应该提供增值服务来满足用户的需求。在此背景下,本研究旨在确定该市场是否存在不同的用户群体,并对其进行分析。

研究方法

基于568名移动服务用户的信息,在一个成熟的移动服务市场(西班牙)的背景下开展了本次研究。通过确认性因子分析(CFA)进行基于行为的聚类分析,然后进行两步聚类。最后,方差分析和事后Tukey检验被用于确认获得的聚类之间的差异。

研究结果

研究结果表明,移动服务用户不能被看作是一个同质的群体,因为在这个市场上共存着不同的用户,他们具有不同的行为。具体来说,移动服务领域可以划分为基于用户行为的四个细分市场:"服务行家"、"不参与的实用主义者"、"潜在的转换者 "和 "愉悦的忠诚者";其中,"潜在的转换者 "是对移动服务企业来说最具挑战性的细分市场。

研究价值

本研究报告了移动服务用户的异质性;反过来,移动服务管理者应该考虑把客户划分为四种不同的类型,而不是将他们视为一个单一的整体。

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