Perceived Quality of Mobile Services : : A Segment-Specific Analysis.

• Superior document: Forschungsergebnisse der Wirtschaftsuniversitaet Wien Series ; v.18.
• Author: Dickinger, Astrid.
• Place / Publishing House: Frankfurt a.M. : : Peter Lang GmbH, Internationaler Verlag der Wissenschaften,, 2007.; ©2008.
• Year of Publication: 2007
• Edition: 1st ed.
• Language: English
• Series: Forschungsergebnisse der Wirtschaftsuniversität Wien
• Physical Description: 1 online resource (206 pages)

The book investigates user satisfaction with mobile services, the perceived quality of m-commerce products, and the loyalty towards service providers. After introducing the m-commerce value chain and emerging mobile services, the first part examines relevant theories from diffusion of innovations and service quality to mobile services, and identifies new trends in the mobile communication market. The book demonstrates to what extent service quality and adoption theories of consumer behavior literature explain the (repeated) usage of mobile services, and how the results differ by user segments. A-priori and a-posteriori segmentations provide detailed insights. The results indicate that it is important to consider (un)observed heterogeneity in explanatory models.

Table of Contents

Cover -- 1 INTRODUCTION -- 1.1 RESEARCH QUESTIONS AND AIMS -- 1.2 IMPLICATIONS -- 1.3 RESEARCH DESIGN -- 1.4 STRUCTURE -- 2 THE EXPLORATIVE RESEARCH -- 2.1 A BRIEF SUMMARY OF QUALITATIVE RESEARCH -- 2.1.1 Advantages and Disadvantages of Qualitative Research Methods -- 2.1.2 Preparing for the Field and the Selection of Experts -- 2.1.3 Qualitative Interviewing -- 2.1.4 Qualitative Data Processing and Analyzing -- 2.2 CARRYING OUT THE QUALITATIVE RESEARCH -- 3 THE M-COMMERCE VALUE CHAIN -- 3.1 THE BASIC MODEL -- 3.2 INFRASTRUCTURE AND SERVICES -- 3.2.1 Mobile Transport -- 3.2.2 Mobile Interface and Applications -- 3.2.2.1 Mobile Phones -- 3.2.2.1.1 Phones as Portable Entertainment Players -- 3.2.2.1.2 Phones as a New Marketing Tool for Retailers and Manufacturers -- 3.2.2.1.3 Phones as a Multi-Channel Shopping Device -- 3.2.2.1.4 Phones as Portable Navigation Guides -- 3.2.2.1.5 Phones as Tickets and Money -- 3.2.2.1.6 Phones as a Mobile Internet Device -- 3.2.3 Mobile Service Technologies and Delivery Support -- 3.2.3.1 Messaging Services -- 3.2.3.2 Security and Privacy -- 3.3 CONTENT -- 3.3.1 Content Creation -- 3.3.2 Content Packaging -- 3.3.3 Market Making -- 3.4 THE MOBILE USER -- 4 MOBILE SERVICES -- 4.1 CHARACTERISTICS OF MOBILE SERVICES -- 4.2 TYPES OF MOBILE SERVICES -- 4.2.1 Information Services -- 4.2.2 Entertainment Services -- 4.2.3 Transaction Services -- 4.2.4 Communication Services -- 4.2.5 Mobile Marketing Services -- 4.2.5.1 Mobile Branding -- 4.2.5.2 Mobile CRM -- 4.2.5.3 Mobile Advertising -- 4.2.5.4 Mobile Market Research -- 5 THEORETICAL AND METHODOLOGICAL FRAMEWORK -- 5.1 RELEVANCE OF THE THEORETICAL FRAMEWORK -- 5.2 DIFFUSION AND ADOPTION THEORIES -- 5.2.1 Diffusion of Innovations -- 5.2.2 Social Cognitive Theory -- 5.2.3 Theory of Planned Behavior &amp -- Theory of Reasoned Action -- 5.2.4 The Technology Acceptance Model.

5.2.5 Task Technology Fit Model -- 5.2.6 Motivational Model -- 5.2.7 Unified Theory of Acceptance and Use of Technology -- 5.2.8 Comparative Analysis of Adoption Models -- 5.3 SERVICE QUALITY -- 5.3.1 Donabedian's Model -- 5.3.2 Grönroos' Model -- 5.3.3 Parasuraman, Zeithaml, Berry -- 5.3.4 Measurement of Service Quality -- 5.3.4.1 SERVQUAL -- 5.3.4.2 SERVPERF -- 5.3.5 Internet Quality -- 5.3.5.1 E-S-Quality -- 5.3.5.2 EC-SERVQUAL -- 5.3.5.3 WebQual by Barnes and Vidgen -- 5.3.5.4 WebQual by Loiacono, Watson and Goodhue -- 5.3.5.5 DeLone and McLean's Model of IS Success -- 5.3.5.6 Sitequal -- 5.3.5.7 eTailQ -- 5.3.5.8 Attitude Toward the Site - AST -- 5.4 BEHAVIORAL CONSEQUENCES OF PERCEIVED SERVICE QUALITY -- 5.4.1 Loyalty -- 5.4.1.1 Day's Two-Dimensional Loyalty Concept -- 5.4.1.2 Loyalty According to Jacoby, Chestnut and Kymer -- 5.4.1.3 The Dick and Basu Loyalty Approach -- 5.4.1.4 Oliver's Dynamic Loyalty Perspective -- 5.4.1.5 Measuring Loyalty -- 5.4.1.6 The Relationship between Customer Satisfaction and Loyalty -- 5.4.2 Value -- 5.4.2.1 Utilitarian Approach to Perceived Value -- 5.4.2.2 Behavioral Approach to Perceived Value -- 5.5 DISCUSSION OF THE RELEVANT MODELS AND CONSTRUCTS -- 5.6 CAUSAL MODELING -- 5.6.1 Causal Models -- 5.6.2 Usage Areas for Causal Models -- 5.6.3 Steps for Structural Equation Modeling -- 5.6.3.1 Model Specification -- 5.6.3.2 Model Identification -- 5.6.3.3 Parameter Estimates -- 5.6.3.4 Model Evaluation Measures -- 5.6.4 M-Plus -- 5.6.4.1 Particularities Estimating Models with Categorical Data -- 5.6.4.2 Estimators in Mplus -- 5.6.4.3 Fit Indices for Categorical Variables -- 6 HYPOTHESES DEVELOPMENT AND MODEL SPECIFICATION -- 6.1 PERCEPTUAL ATTRIBUTES -- 6.2 HIGHER ORDER ABSTRACTIONS -- 6.3 BEHAVIORAL OUTCOMES -- 6.4 MODERATOR EFFECTS -- 6.4.1 Innovativeness -- 6.4.2 Experience -- 6.4.3 Age.

7 OPERATIONALIZATION OF THE CONSTRUCTS -- 8 DATA COLLECTION -- 8.1 QUESTIONNAIRE DESIGN -- 8.2 SAMPLING AND SAMPLE SIZE -- 8.3 PRETEST -- 8.4 THE FIELD PHASE -- 9 EMPIRICAL TEST AND ANALYSES -- 9.1 RESPONSE RATE -- 9.2 SAMPLE STRUCTURE -- 9.2.1 Profile of m-parking Users and Non-Users -- 9.2.2 M-Services Usage Behavior -- 9.2.3 M-Parking Usage -- 9.2.4 Data Structure -- 9.3 TEST RESULTS -- 9.3.1 Test of the Hypothesized Model -- 9.3.1.1 Test of the Measurement Model -- 9.3.2 Using Dichotomous Variables for Model Test -- 9.3.2.1 The Measurement Model Using Dichotomous Variables -- 9.3.3 Summary and Interpretation of Findings from the Model Test -- 9.4 ALTERNATIVE MODELS -- 9.4.1 Alternative 1 -- 9.4.2 Alternative 2 -- 9.5 SEARCHING FOR HETEROGENEITY -- 9.5.1 Multiple Group Analysis -- 9.5.1.1 Innovativeness as Grouping Variable -- 9.5.1.2 Experience as Grouping Variable -- 9.5.1.3 Age as Grouping Variable -- 9.5.2 Latent Class Analysis -- 9.5.2.1 Model Differences -- 9.5.2.2 Distinct Characteristics of the Classes Identified -- 9.5.2.2.1 Class One: Mobile Service Skeptics -- 9.5.2.2.2 Class Two: Undecided Users -- 9.5.2.2.3 Class Three: Cautious Innovators -- 9.5.2.2.4 Class Four: Mobile Service Lovers -- 10 CONCLUSIONS -- 10.1 IMPLICATIONS FOR FUTURE RESEARCH -- 10.2 IMPLICATIONS FOR INDUSTRY -- 11 REFERENCES -- 12 APPENDIX - QUESTIONNAIRE.