Customer Perspectives of Mobile Services

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Author(s): Banu Kargin (Turkcell, Turkey), Nuri Basoglu (Bogazici University, Turkey)and Tugrul Daim (Portland State University, USA)
Copyright: 2011
Pages: 16
Source title: Information Systems and New Applications in the Service Sector: Models and Methods
Source Author(s)/Editor(s): John Wang (Montclair State University, USA)
DOI: 10.4018/978-1-60960-138-6.ch002

Keywords: Business & Management / Business Information Systems / Business Science Reference / Electronic Services & Service Science

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Abstract

This chapter addresses simple but effective framework for adoption factors of mobile services. The framework synthesizes, refines, and extends current approaches to explain adoption factors. The study started with a background research to identify factors determining the adoption of innovation and mobile services. Then, study is continued with a survey which had questions about two types of mobile services according to current adoption status of these services. For the first type of service, SMS had been selected as a widely used, already adopted service to seek for factors affecting consumer satisfaction. The second type of service was not currently widely adopted service in the market as opposed to already used SMS, which is called “Pocket Info&Enjoy” service in the paper. Pocket Info&Enjoy, which is information based service, had been described in the survey and asked questions to identify factors determining attitude to use this new service. Most of the findings were in line with literature, for an already adopted service, usefulness and attitude are direct factors influencing consumer satisfaction. On the other hand, usefulness and external influence are direct and personalization, image, content, mobility, entertainment are indirect determinants of consumer’s attitude towards using new mobile services.

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