Literature Review
MVAS refers to additional services provided by the telecom operators excluding voice communication that allow customers to get entertained and informed through their mobile phones. The VAS in mobile telecom are in the form of voice mail, digital or any other method that is directly or indirectly paid by the end-users. It creates a win-win situation for both customers and service providers as customers are benefitted from digital empowerment and gain functional and hedonic utility, while service providers get a source of non-voice revenue. Present literature mentioned in the study is based on the most relevant studies and divided into two parts: (1) Categorization of The Mobile Value-Added Services enlisting the main activities; (2) Effects of The Mobile Value-Added Services on customer satisfaction.