Building a Customer Value Model in Mobile Communication Business (Track 1, Session 13)
Author(s) :
Mikko Pynn�nen (Lappeenranta University of Technology, Finland)
Jukka Hallikas (Lappeenranta University of Technology, Finland)
Abstract : Mobile communication services can be understood as services and products that enable the information and communication transfer between persons. These kinds of services are currently confronted with large changes due to the price erosion of services and entering new service providers. The gap is filled with different services that are hoped to be successful in the near future. The problem, however, is that firms do not necessarily know what their customers value. One solution to these problems is building a customer value model with the Customer Value Audit (CVA) process. The aim of the CVA process is to integrate the customer with the R&D process of the firm. The objective and research problem of this study is to build a model for analyzing the customer�s values that drive and explain the changes in the business model and on entire value network levels. To reveal the real preferences of the customer of mobile services, a case of two mobile communication service systems was established. The aim of the empirical part of the paper is to rate customer values in communication systems and to analyze what communication system best realizes the desirable values. We use the Delphi method to formulate the customer value model. The Delphi is implemented by using the Analytic Hierarchy Process (AHP). The value evaluation is made by using the pair-wise comparison technique, where each attribute is compared to another to find out the preference order. As a result we provide a model for understanding customer value preferences. The model includes the relative value preferences of the value elements and their attributes, the preference profiles for deeper segmentation of customers, and finally the performance analysis of the case systems.

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