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Discovering Perceived Value of Mobile Services

Author

Listed:
  • Pura, Minna

    (Swedish School of Economics and Business Administration)

  • Gummerus, Johanna

    (Swedish School of Economics and Business Administration)

Abstract

Customer perceived value has been recognized as one of the driving factors behind a company’s success, since it increases customers’ willingness to buy and decreases their search intentions for alternative offerings. In order to discover customers’ value perceptions of different mobile services in everyday life situations, we employ the Critical Incident Technique (CIT). The findings reveal multiple value perceptions of mobile services, some of which have not been reported earlier in e-service contexts (e.g. self-respect, time to pay, anonymity). The identified value perceptions are grouped into context-related and content-related value perceptions. Furthermore, we propose that the context-related value perceptions (conditional and epistemic value) trigger mobile service use and enhance the experienced content-related value (emotional, social, monetary and convenience value). Based on the findings, we create a mobile perceived value (MPVal) framework that is applicable in the mobile service use context and recognizes situational value-enhancing elements. The results of the study provide insights for further research and theory development in the mobile field. The findings may help companies to understand better how mobile services create value for customers in different situations, to position their services relative to competitors’ services, and to communicate the appropriate value propositions to potential customers.

Suggested Citation

  • Pura, Minna & Gummerus, Johanna, 2007. "Discovering Perceived Value of Mobile Services," Working Papers 529, Hanken School of Economics.
    • Handle: RePEc:hhb:hanken:0529
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    Citations

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    Cited by:

    1. Dastane, Omkar & Goi, Chai Lee & Rabbanee, Fazlul, 2020. "A synthesis of constructs for modelling consumers’ perception of value from mobile-commerce (M-VAL)," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    2. Matsumoto, Takayuki & Hidaka, Kazuyoshi, 2015. "Evaluation the effect of mobile information services for public transportation through the empirical research on commuter trains," Technology in Society, Elsevier, vol. 43(C), pages 144-158.
    3. Mirza A. Haq, Arsalan Mujahid Ghouri, 2017. "Distinctive Characteristics of Mobile Advertising in Measuring Consumers' Attitude: An Empirical Study," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 4(2), pages 199-216, October.

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