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Keywords: M-banking
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2019) 37 (6): 617–630.
Published: 13 May 2019
...Jana Prodanova; Anita Ciunova-Shuleska; Nikolina Palamidovska-Sterjadovska Purpose The purpose of this paper is to model the perceived value and customers’ intention to continue using m-banking services, assuming the existence of multiple consumption values. Specifically, it is proposed...
