Scale development of customer value in China mobile service

Customer Value is widely discussed in the service literature. Little research has addressed the value construct itself in the Mobil service. This research describes the development of a 15-item measure, which can be used to assess customers' perceptions of the value at a service level. The measure was developed for use in the Mobil service purchase situation to determine what consumption values drive usage attitude and behavior. Three distinct, value dimensions were generated. They were termed service, brand and function value. The reliability and validity of the scale was assessed, using exploratory and confirmatory analyses. All three value dimensions were found to help significantly in explaining attitudes and behavior.