The transformations being experienced by Spanish universities faced with the challenge of adapting to a changing environment and increasingly discerning and segmented demand highlights the importance of knowing the needs and wishes of students as main customers. This present study attempts an...

Since the beginning of this decade, B2C relationships between consumers and cultural industry have been growing in Spain. Although some studies have focused on self-service and use of technology in service delivery, few have explored the role of perceived value in consumer evaluation of...