Customer perceived value has been recognized as one of the driving factors behind a company’s success, since it increases customers’ willingness to buy and decreases their search intentions for alternative offerings. In order to discover customers’ value perceptions of different mobile...

Scholarly research has produced conceptual knowledge that is based on real-life marketing phenomena. An initial aim of past research has been to produce marketing knowledge as a base for efficient business operation and for the improvement of productivity. Thus, an assumption has been that the...