top of page

Referencias

➢ Bravo-Gil, R., Montaner-Gutiérrez, T., & Pina-Pérez, J. M. (2009). La imagen
corporativa de la bancacomercial. Diferencias entre segmentos de consumidores.
Universia Business Review, (21), 64-83.
➢ Hernández-Sampieri, R., & Mendoza, C. (2020). Metodología de la investigación:
las rutas cuantitativa, cualitativa y mixta. (Pag. 5-10)
➢ Hair, J. F., Wolfinbarger, M., Money, A. H., Samouel, P., & Page, M. (2015).
Essentials of business research methods. Routledge.
➢ Ivankovich-Guillén, C. I., & Araya-Quesada, Y. (2011). Focus groups: técnica de
investigación cualitativa en investigación de mercados. Revista de Ciencias
Económicas, 29(1).
➢ Malhotra, N. K. (2017). Marketing research: An applied orientation. Pearson
Education.
➢ McDaniel, C., & Gates, R. (2018). Marketing research. John Wiley & Sons.
➢ McQuarrie, E. F., & Mick, D. G. (2019). Visual marketing: From attention to action.
SAGE Publications.
➢ Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item
scale for measuring consumer perceptions of service quality. Journal of Retailing,
64(1), 12- 40.
➢ Saunders, M. N., Lewis, P., & Thornhill, A. (2019). Research methods for business
students. Pearson Education Limited.
➢ Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Pearson
Education.
➢ Smith, T., & Fletcher, J. (2013). The relationship between customer satisfaction
and loyalty: Cross-industry differences. Total Quality Management & Business
Excellence, 24(3-4), 317-331.
➢ Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2019).
Consumer behavior: Buying, having, and being. Pearson.
➢ Thompson, I. (2006). El mercado meta. Fundamentos del marketing, 1-8.
➢ Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business research
methods. Cengage Learning.

bottom of page