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Keywords: Behavior
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Journal Articles
A profile of mobile service users in a mature market: from “uninvolved pragmatics” to “potential switchers”
Open Access
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2021) 25 (3): 425–445.
Published: 05 July 2020
... 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...
