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

Share Proceeding

Featured papers

See More


E5. Volunteer Motivations for Direct versus Indirect Service

Abigail Schneider, Regis University
Eric Hamerman, Iona College

Read More


Slow and Steady versus Fast and Furious: The Effect of Speed on Decision Making

Ellie Kyung, Dartmouth College, USA
Yael Shani-Feinstein, Ben Gurion University, Israel
Jacob Goldenberg, IDC

Read More


E8. Perceptions of Out-Group Members: The Effects of Language Abstraction

Afra Koulaei, University of South-Eastern Norway
Daniela Cristian, City University of London, UK

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.