Exploring customer perceived value in a technology intensive service innovation

This study is about value creation in an emerging context of technology intensive professional services. The purpose is to examine what kind of value advertisers derive from a mobile advertising service that is still being developed. The research design followed is a grounded theory approach and the empirical data were gathered through in-depth interviews among 16 retailers who used a mobile advertising service for the first time. The five customer perceived value drivers that emerged from the data are; service quality, service support, service provider’s know-how, interaction and pioneer status. In addition, different types of mobile advertisers were identified according to their depth of involvement in the service production. The paper concludes with theoretical implications to value creation in the context of innovative services, and managerial suggestions both to companies providing mobile advertising service and advertisers learning to use this new advertising media