Title: The study of influential factors causing an APP being removed

Authors: Chin-Yao Chen; Tzong-Ru Lee; Ya-Ching Yang; S.P. Anbuudayasankar; Ann Thomas Resmi

Addresses: Department of Marketing, National Chung Hsing University, 250 Kuo Kuang Road, Taichung City 402, Taiwan ' Department of Marketing, National Chung Hsing University, 250 Kuo Kuang Road, Taichung City 402, Taiwan ' Department of Applied Economics, National Chung Hsing University, 250 Kuo Kuang Road, Taichung City 402, Taiwan ' Department of Mechanical Engineering, Amrita School of Engineering, Amrita Vishwa Vidyapeetham, Amrita University, Coimbatore – 641112, India ' VIT-B.S., VIT-University, Tamilnadu, India

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.

Keywords: mobile phone application; APP; customers' satisfaction; grey relational analysis; GRA; theory of inventive problem solving; TRIZ; interpretive structural modelling; ISM.

DOI: 10.1504/IJBIR.2018.089141

International Journal of Business Innovation and Research, 2018 Vol.15 No.2, pp.152 - 172

Received: 22 Apr 2016
Accepted: 03 Jun 2016
Published online: 08 Jan 2018 *

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