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Co-creation of value and customer experience : an application in online banking
(MDPI AG, 2021-09-21)
The need for the banking sector to digitize its services to improve the efficiency of its processes has motivated a wave of research among academics and professionals. One of the most important themes emerging in e-service ...
The effect of sales discounts on people’s intentions to shop smartphonesEfecto de las promociones en la intención de compra de un smartphone
(Grupo Editorial Espacios GEES, 2020-04-09)
Las promociones en precio son una estrategia de marketing utilizada por las empresas para incrementar sus ventas. Mediante una encuesta a 358 personas y un análisis descriptivo y de clúster, se estableció el perfil ...
E-loyalty formation : a cross-cultural comparison of Spain and Colombia
(California State University, Long Beach. College of Business, 2018-11)
This article’s objective is to explore the differences between online shopping behavior in two different markets by explaining the attitudinal and behavioral loyalty of consumers. The proposed model identifies the antecedents ...
Recommend or not : is generation the key? A perspective from the SOR paradigm for online stores in Colombia
(MDPI AG, 2020)
Word-of-mouth behavior is one of the most effective marketing communications. Despite not being able to be controlled by the company, it can be influenced. Its importance lies in its effectiveness in repeat sales and ...