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Title: Investigation of the factors affecting the mobile services usage. The case of Greece and Cyprus.
Authors: Kostaki, Anastasia
Dimitrios, Konios
Kostaki, Anastasia
Livada, Alexandra
Keywords: Mobile services
Behavioural control
Intention to use
Issue Date: 2-Sep-2017
Publisher: Ελληνικό Ανοικτό Πανεπιστήμιο / Hellenic Open University
Abstract: During the last years, the mobile services use has rapidly increased following the emerging development of smartphone technology. To create and offer new services, the customers’ needs should be fully understood and identified. In addition, in order to classify the needs and therefore the opportunities of the services development in mobile phone industry, the elements that affect the use of the services should be examined. In this study the factors that influence the use of advanced mobile services in both Greece and Cyprus, are investigated. The mobile phone market available to the clients is presented, while a survey is conducted to collect the primary data which correlate the customers’ demographics, behaviours and characteristics with their services choices. This study aims to investigate which of the various offered services (text messaging, internet, payment and gaming services) is mostly used by the customers and to identify the factors (ease of use, usefulness, expressiveness etc.) which influence the customers’ intention to use the services and the level of their importance for Greece and Cyprus. The study results could be used by marketing managers to modify their strategy for improving the consumers’ attitude towards use and intention to use mobile services.
Appears in Collections:MBA Διπλωματικές Εργασίες

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