Drivers and barriers to value creation in mobile service delivery

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Mobile devices are growing in a popularity way for consumers to access the Internet for mobile services. As the number of mobile devices is multiplying, subscriptions to services through these devices are also expanding. Previous research has found that perceived service value positively mediates the cost/benefit trade-off with behavioural intentions to use mobile services. This research examines the effect of identification with the mobile phone and perceived ubiquity, as possible moderators on the perceived costs/benefits trade-off and perceived mobile service value. A web-survey was conducted using mobile transaction services as illustrative service. The results of the conducted web-survey reveal that perceived ubiquity helps explaining the perceived mobile service value. In contrast to expectations, identification with mobile devices does not make consumers more prone to use mobile services. This study delivered contribution for companies to provide a better understanding of specific drivers and barriers of mobile services to value creation and to help companies effectively allocate their resources to enhance consumer value perceptions.