Розширена анотація українською мовою

У роботі проведено дослідження лояльності до бренда користувачів мобільних телефонів, які обслуговуються шістьма основними операторами мобільного зв’язку, у Баскському регіоні Іспанії. Як інструмент для перевірки гіпотез у ході емпіричного дослідження було використано анкетування. На основі отриманих результатів визначено, що за показником “відношення користувачів” існує низька лояльність користувачів мобільних телефонів до операторів мобільного зв’язку; за показником “поведінка користувачів” відсутня лояльність користувачів мобільних телефонів до операторів мобільного зв’язку.

Ключові слова: лояльність до бренда, користувачі мобільних телефонів, оператори мобільного зв’язку, Баскський регіон, Іспанія.

Класифікація JEL: M30, M31.

Цитувати як: Salem M.Z.Ye. & Cermelli, M. (2016). An experiment on brand loyalty among mobile phone users in the basque region of Spain Marketing and Management of Innovations, 1, 32-47. https://doi.org/10.21272/mmi.2016.1-03

Ця стаття публікуються за ліцензією Creative Commons Attribution International License

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