Blanca Hernandez-Ortega

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PurposeThis paper aims to analyse the role of perceived value on post-acceptance behaviour for users of advanced mobile messaging services (AMMS). We also compare differences in the influence of perceived value on satisfaction and of satisfaction on loyalty to AMMS in Spain and Greece, to test the moderating effect of culture. DesignPartial Least Squares(More)
In recent years, customers have been taking an ever-increasing role in configuring their purchase experience. The present study analyzes customer behavior in Internet Protocol television (IPTV) as a new distribution channel, focusing on the purchase of a new service called news-on-demand packages. We consider that interactivity and personalization, inherent(More)
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