Title: Applying a Customer Value Model in mobile communication business

Authors: Mikko Pynnonen, Jukka Hallikas

Addresses: Technology Business Research Center, Lappeenranta University of Technology, P.O. Box 20, FIN-53851 Lappeenranta, Finland. ' Technology Business Research Center, Lappeenranta University of Technology, P.O. Box 20, FIN-53851 Lappeenranta, Finland

Abstract: Communication services are currently confronted with large changes due to the price erosion of services and the entry of new service providers. The gap has been filled with different services that are anticipated to be successful in the near future. The problem, however, is that firms do not necessarily know what their customers| value is. This paper applies the Delphi method to the formulation of the Customer Value Model (CVM) which is implemented by using the Analytic Hierarchy Process (AHP). The result is a model for understanding customer value preferences in performance analysis of the case systems.

Keywords: communication services; customer value; CVM; customer value model; CVA; customer value audit; business modelling; value networks; Delphi; AHP; analytical hierarchy process; mobile communications; customer preferences; performance analysis.

DOI: 10.1504/IJEB.2008.021180

International Journal of Electronic Business, 2008 Vol.6 No.5, pp.433 - 449

Published online: 09 Nov 2008 *

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