Exploration of perceived value attributes in mobile telephone operators. Features and relations

Abstract

Rev.esc.adm.neg 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 preferenceand sustainability of services. A relational descriptive design involving 376 people was applied. Its outcomesshow that these companies should build and keep symbolic ties which really enhance the proposal ofmarketing added value including digital environments.

Keywords

• Perfilación del consumidor
• Valor agregado
• Telefonía celular