The outcome of this research shows an insight into the impact of service quality on outcome variables viz. perceived value, customer satisfaction, post purchase intension and loyalty. | Consumer perception towards mobile value added services International Journal of Management IJM Volume 6 Issue 9 Sep 2015 pp. 102-109 Article ID IJM_06_09_011 Available online at http IJM JType IJM amp VType 6 amp IType 9 ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication _ CONSUMER PERCEPTION TOWARDS MOBILE VALUE ADDED SERVICES B. G. K. Murthy Research Scholar JNTUK Kakinada Dr. A. Satish Babu Reader PG Department of Commerce and Management Studies VRS amp YRN College Chirala Dr. B. Nagaraju Assistant Professor Bommidala Dept. of HRM Acharya Nagarjuna University Nagarjuna Nagar Pin Code 522006 ABSTRACT Quality of mobile value added services and have a further discussion of the relationships among service quality perceived value customer satisfaction Loyalty and post-purchase intention. Multiple regression analysis is used to analyze the data collected from college and graduate students of Prakasam Dist. Andhra Pradesh. The outcome of this research shows an insight into the impact of service quality on outcome variables viz. perceived value customer satisfaction post purchase intension and loyalty. Key words Mobile value-added services Service quality Perceived value Customer satisfaction Post-purchase intention and Loyalty. Cite this Article Murthy B. G. K. Dr. Satish Babu A. and Dr. Nagaraju B. Consumer Perception Towards Mobile Value Added Services. International Journal of Management IJM 6 9 2015 pp. 102-109. http IJM JType IJM amp VType 6 amp IType 9 1. INTRODUCTION Mobile value-added services are digital services added to mobile phone networks other than voice services in which the contents included can be either self-produced by mobile telecom service providers or provided through strategic alliances with content providers. These services include games icons ringtones messages web browsing SMS short message service .
