Retailers' different value perceptions of mobile advertising service

Purpose – The purpose of this paper is to examine why retailers' perceptions of the value of a novel technology‐intensive mobile advertising service differ.Design/methodology/approach – The research design follows an abductive approach. The empirical data were gathered through a field experiment by interviewing retailers who used a mobile advertising service for the first time.Findings – This study suggests a categorisation of customer‐perceived value sub‐elements in a novel technology‐intensive business‐to‐business (b‐to‐b) service consisting of two outcome‐level benefits, three process‐level benefits, and two types of sacrifices, i.e. monetary and non‐monetary. Furthermore, the study suggests that the value elements are not of equal importance. Different retailers value different threshold benefits that influence their willingness to use the service. Moreover, the retailers' participation in value co‐creation with a service provider influences the value perceived from the service.Research limitations/im...