El comportamiento de los consumidores ante los cambios en las industrias de redel caso de las telecomunicaciones y servicios móviles

Abstract

Chapter 1. We propose and test an integrative model to examine the relationships among service quality, perceived value, corporate image, customer satisfaction and loyalty with mobile communication services. The moderating role of sector knowledge and type of subscription contract were also examined. The data was analyzed through Structural Equation Modeling, and results showed that service quality exerts the highest influence on customer satisfaction, followed by perceived value and corporate image. Chapter 2. This article provides a conceptual model to analyze the creation of customer satisfaction and switching intention with mobile services, and to examine the differences according to the type of subscription contract. Our findings suggest that service quality is one of the key determinants of customer satisfaction, while the attractive alternatives are the main switching barrier. Chapter 3. Based on the flow theory, we develop and test a model on the creation and consequences derived from consumer satisfaction with digital content through mobile devices. For this purpose, we developed Structural Equation Modeling analysis. This study found that the ease of use is one of the key determinants of consumer satisfaction, followed by content characteristics.