The Business School, University of Jammu, India
Online published on 30 January, 2012.
The rapid evolution of mobile phones from just a phone to a multimedia device, and advancements in the cellular operating technology have paved way for mobile Value Added Services (VAS). Mobile value-added services are fast proving to be new opportunities for telecom service providers. However, such services provided by telecom service providers can be classified into four types i.e., information, communication, transaction, and entertainment, and this classification is applicable to almost all the providers. Although new services are being introduced at all times, the important issue for telecom service providers is whether these are appealing to consumers and can induce positive post-purchase intention, so as to effectively increase revenue and sustainable development.
Value Added Services, Perceived Value, Customer Satisfaction, Customer Loyalty
