Customer perceived value of emerging technology-intensive business service

Abstract This study explores customer perceived value in the context of emerging technology-intensive business service, in particular a mobile advertising service that is at the application phase of development. The purpose of the study is to conceptualise customer perceived value as a multidimensional concept by exploring 1) the complex interaction between benefits and sacrifices 2) temporality and 3) learning. This way the study contributes to the existing research within services marketing and business relationships. The empirical part of the study is conducted in the form of a qualitative single-case study. The empirical setting organised to acquire data is qualitative real-life experiment. It consists of three field experiments that were organised by the research project to simulate real-life situations and to gain understanding of developing technological services that are not yet in commercial use. Interviews, observations and personal experiences form the main sources of information and are complemented by secondary documental data. In this study the sources of value are first identified, which enhances understanding of what kind of value customers perceive from emerging technological service. In addition, value sub-elements have a complex interaction in service value co-creation, since certain sacrifices made by users may increase the benefits they perceive, whereas some benefits can increase the sacrifices and thus reduce the customer perceived net value. Second, the concepts of expected value, realised value and potential value are identified which enables deeper understanding of the temporality of customer perceived value. Third, learning has an important role in customer perceived value. When looking at learning at the process level, it is a sacrifice, but at the outcome level it turns into a benefit and thus also amplifies the customer perceived net value. Learning is needed from the customer to be able to use the new technological service and utilise it effectively, which in turn leads the customer to perceive higher value from the service. Moreover, the temporal dimensions of value are connected to each other through the customer’s learning that varies according to its type and object at different points of time. For the service providers of new technological services understanding value related to the service and its production is essential. The future success and viability of these kinds of services requires that service providers know what kind of value their customers perceive from the service and especially what kind of future expectations they have for it. This study provides implications for the service providers on how to co-create value with their business customers and thus make technology-intensive business service a profitable business in the future