Customer perceived value on a new technology-based service : Mobile service innovation
Vanhanen, Andrea (2015)
Vanhanen, Andrea
Laurea-ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505056124
https://urn.fi/URN:NBN:fi:amk-201505056124
Tiivistelmä
The purpose of this study was to investigate customer perceived value of Päikky mobile service a mobile service innovation. The theoretical framework of this study was centred on service, customer perceived value, mobile value and customer satisfaction.
This study used a quantitative research method in order to elaborate a web-based survey questionnaire. However, the data was analysed by employing multi-method approach. This methodology assists to facilitate the interpretation of the data in order to achieve the purpose of this study in the most factual and trustworthy way and to provide the reader credible, believable and relevant results. Moreover, this study used an abductive reasoning approach to produce and build new antecedents and explanations to the respondents’ answers to the open-ended questions. The content analysis of 169 written responses produced a total of 319 discrete observations across the data set.
The Web-based survey questionnaire was served in three-day-care centres and five children ́s day-care in private families. Out of 288 questionnaires served 112 people responded the sur- vey, 79 of which were parents and 33 day-care staff. The response rate was 39.0%.
Services, customer perception and satisfaction, as well as value in-use and customer perceived value are important dimensions to consider and monitor. It is not only important from the business perspective, but also a significant resource for managers, researchers, and practitioners. These terms should be known when approaching new ideas, services and products, as well as the integration of customers’ participation, as co-creators during the service process since costumers have more expertise in creating new and original services or products than professional developers of information and communication technology (Steen, Manschot, and De Koning 2011, 54)
The findings supported the concept: "context affects customer value, because evaluations are based on interaction between the context, the customer, and the objective that the custom- er evaluate" (Gummerus & Pihlström 2011, 522). Moreover, the results of the Web-based survey indicated that the overall level of perception and satisfaction among the customers of Päikky service was good, but not yet excellent. Thus, in order to improve the satisfaction standards of parents and employees, companies and organisations must understand the importance of the positive and negative influences on the users’ attitude towards adopting mo- bile services in current and future operating.
Finally, customers’ education, overall training programs, employee training programme and further research are highly recommended.
This study used a quantitative research method in order to elaborate a web-based survey questionnaire. However, the data was analysed by employing multi-method approach. This methodology assists to facilitate the interpretation of the data in order to achieve the purpose of this study in the most factual and trustworthy way and to provide the reader credible, believable and relevant results. Moreover, this study used an abductive reasoning approach to produce and build new antecedents and explanations to the respondents’ answers to the open-ended questions. The content analysis of 169 written responses produced a total of 319 discrete observations across the data set.
The Web-based survey questionnaire was served in three-day-care centres and five children ́s day-care in private families. Out of 288 questionnaires served 112 people responded the sur- vey, 79 of which were parents and 33 day-care staff. The response rate was 39.0%.
Services, customer perception and satisfaction, as well as value in-use and customer perceived value are important dimensions to consider and monitor. It is not only important from the business perspective, but also a significant resource for managers, researchers, and practitioners. These terms should be known when approaching new ideas, services and products, as well as the integration of customers’ participation, as co-creators during the service process since costumers have more expertise in creating new and original services or products than professional developers of information and communication technology (Steen, Manschot, and De Koning 2011, 54)
The findings supported the concept: "context affects customer value, because evaluations are based on interaction between the context, the customer, and the objective that the custom- er evaluate" (Gummerus & Pihlström 2011, 522). Moreover, the results of the Web-based survey indicated that the overall level of perception and satisfaction among the customers of Päikky service was good, but not yet excellent. Thus, in order to improve the satisfaction standards of parents and employees, companies and organisations must understand the importance of the positive and negative influences on the users’ attitude towards adopting mo- bile services in current and future operating.
Finally, customers’ education, overall training programs, employee training programme and further research are highly recommended.