Increasing overall customer value in mobile games: what implications can be drawn from the customer value chain in mobile games?

Objectives The main objectives of this study were to draw strategic implications for companies from the customer process of wanting to play, searching for a game, and assessing the game after downloading it, and suggest how these implications could be used to increase customer value. The research will attempt to construct a customer value chain model and analyze it. Summary The exploratory research studied only female respondents. A set of interviews was conducted to study the behavior of mobile gamers to draw implications from the customer process within the customer value chain. The data were manually analyzed, and the findings were presented with visualizing tables. The findings were then discussed and related to the company process of the customer value chain. Conclusions A number of implications were found regarding the customer process of wanting to play, searching for games, assessing the game quality and experience, and continuing to play for an extended period of time. The implications can be used by companies to increase overall customer value in mobile games