• Customer Value Representation of Third Generation Mobile Service: The Application of Grounded Hermeneutics

Abstract

This paper started from using the emic perspective (micro view level) of the third generation mobile service, 3G phenomenon as the core, and linked it to the value of the customer’s life experience and macro view level (etic perspective) of their social situation. In order to characterize the association of third generation mobile service, 3G customer value, using Chunghwa Telecom as the study object, and depends on different customer value perspectives and divides them into three types. This study used grounded hermeneutics through the actual establishment of symbolic text to develop theoretical sensitivity and focusing on processing theoretical sampling with third generation mobile service, 3G customers, and to process three-stage coding into data through a grounded hermeneutics perspective, and overlapping of deconstruction text and second stage of intertextuality analysis. The contribution of this study is to represent the third generation mobile service overall customer value framework of theoretical saturation, and find out the three core concepts of the customer value path meaning, including signaling spillovers effect, service encounter, and relationship quality. These three core concepts will converge and form overall customer value and gain insight into its main proposition concept and value path, and then process theoretical recontexrualisation as the three abstraction proposition combinations.

Keywords: Mobile service, Customer value, Grounded hermeneutics