Context and mobile services' value-in-use

Context is an inherent part of service use experiences that helps to understand when mobile services generate superior value-in-use for customers and are preferred to other services, but little research exists on the subject. In order to fill this void, a theoretical value framework incorporating context is proposed. The findings of 85 mobile service use situations indicate strong evidence for two types of value: context value and value-in-use. Furthermore, the paper identifies new context value categories such as uncertain conditions, refines the meanings of other context and value-in-use categories, and concludes that conditional value enhances the value of mobile services.

► We study customer use experiences of mobile services. ► We show how the use context influences the value-in-use generated for customers. ► Two types of value could be inferred: context value and value-in-use. ► Context value stems from physical elements and psychological circumstances. ► Value-in-use results directly from using the service.