On service strategy based on the analysis of service personal values measurement

Service Personal Values can be defined as a customer's overall assessment of the use of a service based on the perception of what is achieved in terms of his own personal values. Measurement of Service Personal Values may improve manager's 'understanding of what, customers want and what is really valuable to the final consumer, and this will help managers make strategy correspondingly. In this paper, we use the SERPVAL scale measuring the personal values that' are associated with mobile service in Chinese regional consumption context, and make a confirmatory factor analysis afterwards. The result shows that the data fit the first-order and higher-order, model well. The model has a good construct validity, which means consumers assess services according to three basic dimensions of personal values: peaceful life, social recognition and social integration, and supports the view that SERPVAL has a high order factor. Based on the above-mentioned analysis, this paper p roposes several ideas about service strategy for mobile service enterprises.