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Keywords: Servicios móviles
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Journal Articles
The role of customer personality in satisfaction, attitude-to-brand and loyalty in mobile services
Open Access
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2020) 24 (2): 155–175.
Published: 15 July 2020
..., customer loyalty and attitude-to-brand. Propósito El propósito de este estudio es doble. Primero, explorar el papel de algunos rasgos de personalidad del cliente para explicar su satisfacción en los servicios móviles. Segundo, explorar la relación entre la satisfacción y la lealtad de los clientes de...
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
...; 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...
Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2019) 23 (1): 25–43.
Published: 28 March 2019
... servicios internet inalámbrico y la gran popularización y adopción de los smartphones y de otros dispositivos móviles supone un gran desafío para las compañías de servicios móviles que necesitan identificar aquellos factores que influyen en el comportamiento de uso de los servicios móviles. Así...
