Journal of Marketing Management

An Exploratory Study about the Emotions Experienced by Users of a Health Care Service
Gabriel Sperandio Milan, Juliana Raquel de Souza Luchesi, Deonir De Toni, Suélen Bebber

Abstract
This study focused on the ambivalent emotions (positive and negative) experienced by obstetric services users. Identifying such emotions can help setting priorities and improving services quality, increasing patient satisfaction. It was implemented a qualitative and exploratory research, by means of personal interviews with semi-structured approach. The data was analyzed and interpreted using content analysis, direct observation and its triangulation. As main results, we highlight the understanding of ambivalent emotions incidence, especially fear and joy/happiness and identification of directions for maximizing positive emotions and minimizing negative emotions, reflecting on the perceived services quality and customer satisfaction.

Full Text: PDF     DOI: 10.15640/jmm.v3n2a9