A service quality measurement framework for mobile betting

Since year 2000 Mobile Services or in other words Value Added Services are continuously growing. Business priority at the emergence of these services has been to launch as many services as possible, regardless of the profits or perfect functionality. However today, as users are becoming experienced and more conscious and competition is getting tough, service quality is becoming more important. The study proposes a quality measurement framework for mobile content services with specific reference to mobile betting, which is one of the highest growing sector in mobile. The scope has been limited specifically with Mobile Internet or wap based sports betting services however can be easily adapted to other content types or access channels. Development of the measurement scale is based on extensive literature review, as well as interviews with professional Web designers, service users and visitors. Previous research based on different measurement frameworks like SERVQUAL, SERVPerf, WebQual, WebQual?, Web Site Quality Model and E-S-QUAL among others have been compared and contrasted extensively. The study proposes 8 core dimensions to measure the quality of mobile betting sites: Assurance, competence, ease of use, flexibility, fun, information quality, privacy and responsiveness. The instrument was refined using a web based questionnaire 4 times and final survey was conducted with 260 mobile betting users.