Understanding and predicting customer behaviour: Framework of value dimensions in mobile services

Gaining insights into customers' values can lead to a better understanding of customer behaviour. The empirical foundation for this research is findings concerning customer service experiences, with large samples in seven mobile service case studies unique in their breadth and depth. A framework of value dimensions is developed and demonstrated by analysing the customer value through an extensive cross-case analysis and synthesis. The framework presents a rich description of values prioritised by different customer groups in mobile service contexts. The framework acts as a guideline and analytical tool for identifying, describing, and categorising the customers' key value dimensions, to support service evaluation and design processes. Achieving an understanding of customers' values will greatly help to design and market successful services for target customers. Even though the framework of value dimensions is based on mobile services, it is also expected to be applicable to other types of digital services in personal use.