Perceived Quality of Mobile Services : A Segment-Specific Analysis
Book Details
Format
Paperback / Softback
ISBN-10
3631564872
ISBN-13
9783631564875
Publisher
Peter Lang AG
Imprint
Peter Lang AG
Country of Manufacture
DE
Country of Publication
GB
Publication Date
Oct 26th, 2007
Print length
202 Pages
Weight
282 grams
Dimensions
15.00 x 20.90 x 1.40 cms
Product Classification:
Sales & marketing managementSales and marketing management
Ksh 7,900.00
Manufactured on Demand
0 in stock
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The book investigates user satisfaction with mobile services, the perceived quality of m-commerce products, and the loyalty towards service providers. After introducing the m-commerce value chain and emerging mobile services, the first part examines relevant theories from diffusion of innovations and service quality to mobile services, and identifies new trends in the mobile communication market. The book demonstrates to what extent service quality and adoption theories of consumer behavior literature explain the (repeated) usage of mobile services, and how the results differ by user segments. A-priori and a-posteriori segmentations provide detailed insights. The results indicate that it is important to consider (un)observed heterogeneity in explanatory models.
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