Context and mobile services' value-in-use

Johanna Gummerus and Pihlström, Minna

Journal of Retailing and Consumer Services, 2011, vol. 18, issue 6, 521-533

Abstract: 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.

Keywords: Context; Value-in-use; Mobile service; Customer value (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (25)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:18:y:2011:i:6:p:521-533

DOI: 10.1016/j.jretconser.2011.07.002

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