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scopus(4)
Digitalization in B2B marketing: omnichannel management from a PLS-SEM approach
ArticleAbstract: Purpose: The purpose of this paper is to establish a reference model that will allow us to understanPalabras claves:Business-to-business, Customer experience, Customer loyalty, Digitalization, Industrial buyer, Industrial purchasing, Loyalty, Omnichannel managementAutores:Alonso-Garcia J., Cuesta-Valiño P., Estela Núñez-Barriopedro, Pablo-Martí F.Fuentes:scopusModel based on service quality, satisfaction and trust, the antecedents of federated athletes' happiness and loyalty
ArticleAbstract: Purpose: The main aim of this work is to design a model in which service quality receives satisfactiPalabras claves:happiness, Karate, Loyalty, PLS, SATISFACTION, Sem, Service quality, sport management, trustAutores:Cuesta-Valiño P., Estela Núñez-Barriopedro, Loranca-Valle C., Penelas-Leguía A.Fuentes:scopusStrategic orientation towards digitization to improve supermarket loyalty in an omnichannel context
ArticleAbstract: In the digital era, the offer of multiple shopping channels in the retail sector has been improved,Palabras claves:Consumer experience, Digitalization, engagement, Loyalty, Omnichannel retail, SATISFACTIONAutores:Cuesta-Valiño P., Estela Núñez-Barriopedro, García-Henche B., Gutiérrez-Rodríguez P.Fuentes:scopusThe role of perceived usefulness and annoyance on programmatic advertising: the moderating effect of Internet user privacy and cookies
ArticleAbstract: Purpose: The study of the background to programmatic advertising is of great interest in the contextPalabras claves:Cookies, digital marketing, Internet usage, Perceived annoyance, Perceived usefulness, PLS-SEM model, privacy, Programmatic advertising, UsabilityAutores:Cuesta-Valiño P., Estela Núñez-Barriopedro, Mansori-Amar S.Fuentes:scopus