Resumo

ORTEGON CORTAZAR, Leonardo; WILCHES TAMAYO, Milton; SOLEDAD ROJAS, Nadia Andrea  e  AYALA, Deiby Alejandro. Exploration of Perceived Value Attributes in Mobile Telephone operators. Features and Relations. Rev. esc.adm.neg [online]. 2016, n.80, pp.27-40. ISSN 0120-8160.

Perceived value is one of the most outstanding concepts in the literature review of marketing, emphasizing the relationship that consumers have with brands and companies belonging to the telecommunication industry. This study aims at exploring the attributes which intervene in the perception process of mobile telephone operators to know the most important features which influence preference andsustainability of services. A relational descriptive design involving 376 people was applied. Its outcomes show that these companies should build and keep symbolic ties which really enhance the proposal of marketing added value including digital environments.

Palavras-chave : Perceived value; mobile telephony; mobile telephone operators.

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