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Customer perceived value: a case study of how industrial customers value new mobile telephone services
2002 (English)Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The business market is more and more infiltrated by services and technological communication is a business under rapid change. Traditional services of communications are giving up their positions to new ones. For example, the number of mobile subscriptions in Sweden exceeded the number of fixed line subscriptions for the first time in the year of 2000. The mobile telephone market is no longer a niche market, but a market that provides services with importance to the Swedish society. The industrial market represents 60 per cent of the revenues derived from mobile telephone services in Sweden. It is therefore of interest to study how industrial customers value new mobile telephone services, which is the research problem of this thesis. The methods used in order to solve the research problem of this thesis were secondary data and case study. The empirical data were collected by conducting five depth interviews with industrial customers. The questions asked during these interviews were in line with the theories presented in the frame of reference regarding the value-related concepts perceived value, unanticipated value, benefits, sacrifices and added value. This way, an understanding could be gained of how new mobile telephone services could create value. The results from the empirical study show that industrial customers value new mobile telephone services highly. This because new mobile telephone services create unanticipated value both by meeting the customers’ needs in an unexpected way and by meeting the latent needs of industrial customers. According to industrial customers new mobile telephone services bring more benefits than sacrifices, which has a positive impact on the overall perceived value. The identified benefits can be characterised as relieving, enabling or both. Money is the most prominent sacrifice that industrial customers perceive that they have to give up in order to use new mobile telephone services. The empirical findings also show that new mobile telephone services bring positive added value to the core value of mobile communication.

Place, publisher, year, edition, pages
Keyword [en]
Technology, industrial marketing, perceived value, mobile telephone, services, MMS, mobile communication, benefits, sacrifices, added value, unanticipated value, latent needs
Keyword [sv]
URN: urn:nbn:se:ltu:diva-56903ISRN: LTU-EX--02/070--SELocal ID: da40ffab-9428-48bc-a240-370e54af48bdOAI: diva2:1030290
Subject / course
Student thesis, at least 30 credits
Educational program
Industrial and Management Engineering, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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