Listar por autor "Otero-Prada, Luis-Miguel"
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A Profile of Mobile Service Users in a Mature Market: From “Uninvolved Pragmatics” to “Potential Switchers”
Calvo-Porral, Cristina; Otero-Prada, Luis-Miguel (Emerald, 2021)[Abstract] Purpose: Mobile services are expanding rapidly, and in this tremendously dynamic environment, companies should provide value-added services to meet users’ demand. In this context, the study aims to determine ... -
Analysis of Emotions in the Behavior of Service Users
Otero-Prada, Luis-Miguel (2021)[Abstract] In Marketing research there is a broad evidence of the influence of emotions in consumer behavior, mostly focused on the consumption of goods or tangible products. However, to the authors’ knowledge there is ...