Measuring approach of complex service utility

With the rising importance of services in the global economy the rules of service industry running have become the research focuses. Service utility is a measure of service value and can directly influence customers´ choice of services. This paper attempts to make a contribution on how the utility of individual as well as complex services can be measured. Consumer preferences, objective factors and subjective judgment of experts are integrated to measure the utility of individual service, then the utilities of complex service are measured based on experts´ scoring method. This method is illustrated through measuring the mobile video complex service in China´s mobile services market. A discussion is then followed to identify potential benefits and applications of the proposed method.