[ES] La necesidad de determinar los requerimientos del cliente y satisfacerlos se ha convertido en el principal objetivo de las empresas. Gestionar esa actividad, comúnmente asociada al departamento de marketing, ha llegado a ser el fin de cualquier sistema de calidad, y por ende, del resto de...

[ES] Este trabajo aborda el estudio de la formación de la insatisfacción, desde la perspectiva cognitiva y afectiva, y de sus consecuencias en forma de intenciones de comportamientos de queja. El objetivo es investigar la influencia directa e indirecta, a través de los afectos negativos, que...

[ES] Las nuevas tecnologías han supuesto una gran oportunidad para mejorar la gestión empresarial. Recientemente el teléfono móvil está ofreciendo grandes posibilidades a nivel comercial: ha incorporado televisión, cámara, radio, chat y ahora se están introduciendo las empresas en el...

New technologies have involved a great opportunity to improve business management. On the one hand, Internet is beginning to be a selling channel that is valid and complementary of the traditional channel, apart from being a channel to search information and socialize. On the other hand and...

The need to identify customer requirements and to satisfy them has become the main objective of companies. To manage that activity, that it is commonly associated to the marketing department, is the aim of every quality system, and therefore is a task that comprises the remaining departments of...

This paper deals with the process of how consumer dissatisfaction is formed, both from a cognitive and an affective perspective, and also with how it translates into complaint behavior intentions. Our main objective is, on the one hand, to gain an insight into the effect that the disconfirmation...

[ES] El envío de mensajes cortos a programas, anuncios o concursos de televisión se ha convertido hoy en día en una fuente importante de ingresos tanto para los operadores de telefonía móvil como para las cadenas y productoras televisivas. El objetivo del presente trabajo es analizar cómo...

SMS sent in response to programmes, advertising and television competitions are currently an important source of income for mobile phone operators, television chains and producers. This present work aims to analyse the role of the attitude and individual-media variables which encourage...

Online communities have become a popular meeting place for consumers that allows them to share information. This article presents a marketing research technique as netnography, and applied to determine the positioning of food distribution companies. After collection and analysis of 506 valid...

Online communities have become a popular meeting place for consumers that allows them to share information. This article presents a marketing research technique as netnography, and applied to determine the positioning of food distribution companies. After collection and analysis of 506 valid...