Customer Value in Consumption-Systems: the Case of Mobile Telecommunication

Consumption-systems are market offerings characterized by product and service subsystems. Hence, the aim was to test the roles of different value dimensions in fostering overall customer value as well as the cross-over effects among the product and service subsystems in forming loyalty intentions. The authors developed a conceptual value model which was tested with customers of one of the largest European mobile service providers. Results confirm the multidimensionality of customer value and underline significant differences between the product and service subsystems. Additionally, analyses yielded substantial indirect cross-over effects for both mobile services and mobile phones. Managerial implications and areas worth further research could be derived.


Alexander Zauner, Arne Floh, and Monika Koller (2011) ,"Customer Value in Consumption-Systems: the Case of Mobile Telecommunication", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 504-505.


Alexander Zauner, WU-Wien, Austria
Arne Floh, WU-Wien, Austria
Monika Koller, WU-Wien, Austria


E - European Advances in Consumer Research Volume 9 | 2011

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