A profile of mobile service users in a mature market: from “uninvolved pragmatics” to “potential switchers”
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 whether different user groups exist in this market and profile them. Methodology – Based on...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Emerald Publishing
2021-12-01
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| Series: | Spanish Journal of Marketing-ESIC |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/SJME-03-2020-0046/full/pdf?title=a-profile-of-mobile-service-users-in-a-mature-market-from-uninvolved-pragmatics-to-potential-switchers |