Context is an inherent part of service use experiences that helps to understand when mobile services generate superior value-in-use for customers and are preferred to other services, but little research exists on the subject. In order to fill this void, a theoretical value framework incorporating context is proposed. The findings of 85 mobile service use situations indicate strong evidence for two types of value: context value and value-in-use. Furthermore, the paper identifies new context value categories such as uncertain conditions, refines the meanings of other context and value-in-use categories, and concludes that conditional value enhances the value of mobile services.
|Peer-reviewed scientific journal||Journal of Retailing and Consumer Services|
|Number of pages||13|
|Publication status||Published - 2011|
|MoE publication type||A1 Journal article - refereed|
- 512 Business and Management