Publication

Abstract : Due to the fact that more and more people use iPods and smart phones in their daily life, mobile phone applications (APP) have become one of the key business opportunities for a corporation's success. It is important to understand the factors leading to customer's satisfaction because it ensures that APPs will be retained and continuously used by the customer. It is also important to combine the program of the APP along with customers' perspective. The aim of the study is to elucidate the key factors that would result in customers removing the APP. The research methods used are GRA, TRIZ and SIM. Key influential factors are sorted out through grey relational analysis (GRA). Strategies are generated by the theory of inventive problem solving (TRIZ), and the priority of strategies-executing is provided by interpretive structural modelling (ISM). The research findings indicate seven key factors to understand the reason why customers delete an APP, and 12 strategies to increase customers' satisfaction that would ensure continuous use of the APP.