Cognitive understanding of mobile games satisfaction elements (Using the Ladder Interview Technique in the Repertory Grid Methodology)

Customer satisfaction in every industry is one of the key factors in the success and sustainability of that industry, so that without the satisfaction of the customer, profitability can not be expected and continued. The mobile gaming industry is one of the new and growing industries in Iran, which is well received by Iranian consumers based on current statistics. For this purpose, using the Repertory Grid technique with 11 professional mobile gamers, deep interviews were conducted with laddering technique to discover the features and expectations of mobile games that would lead to their satisfaction with these games. In the first stage, for discovering the structures, the elements were presented to the interviewers as triple comparisons. Then, in the next step, the grading of the structures was done using the Likert scale by the participants. Performing triple comparisons and expressing differences and similarities led to the extraction of 189 primary structures, which in the next step, using content analysis of these structures, reduced to 30 secondary structures. These 30 structures were classified according to the diagram of the cluster analysis of the collective Repertory Grid based on statistical similarity in 6 distinct clusters including challenge, fair price, seriousness, creativity, interactivity, and proper design. As the main dimensions, the meaning of the concept Customer satisfaction with mobile games was extracted.