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RANKING AND SELECTION CRITERIA OF MOBILE SERVICES USING ANALYTIC HIERARCHY PROCESS

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Mobile and Wireless Technologies 2016

Part of the book series: Lecture Notes in Electrical Engineering ((LNEE,volume 391))

Abstract

Mobile services in Malaysia have shown tremendous growth in subscribers since 2000. Based on previous studies, mobile services play a significant role in consumers’ decisions and access to consumers’ needs. Each mobile operator offers different packages and value-added services; therefore, there is huge competition among mobile service provider. The objective of this study is to propose mobile services that give the most value-added based on a range of criteria. An Analytical Hierarchy Process (AHP) approach is adopted to solve the multi-criteria decision making. A questionnaire was distributed to 101 mobile phone users between the ages of 20 to 29, who were subscribers, and had experience using mobile services. Four criteria associated with mobile services are payment mode, functionality, value-added and perceived value. The results indicated that the payment mode criterion ranked top, followed by functionality, value-added and perceived value criteria, respectively. The rankings for related sub-criteria are also shown in this study. Mobile service operators may use the results as guidelines to produce better services in order to remain competitive.

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Author information

Authors and Affiliations

  1. Universiti Tun Hussein Onn Malaysia, Batu Pahat, Johor, Malaysia

    Rohaizan Ramlan, Shiau Wei Chan & Nur Amirah Sakeri

  2. Universiti Teknologi Malaysia, Johor Bahru, Johor, Malaysia

    Rohayanti Hassan

  3. Universiti Teknologi Mara, Segamat, Johor, Malaysia

    Rashidah Mokhtar

Authors
  1. Rohaizan Ramlan
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  2. Shiau Wei Chan
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  3. Rohayanti Hassan
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  4. Rashidah Mokhtar
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  5. Nur Amirah Sakeri
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Corresponding author

Correspondence to Rohaizan Ramlan .

Editor information

Editors and Affiliations

  1. iCatse, B-3001, Intellige 2, Kyonggi University, Seongnam-si, Kyonggi-do, Korea (Republic of)

    Kuinam J. Kim

  2. Witsawawattana Bldg 10th-11th, King Mongkut’s Univ Tech Thonburi, Thung Khru, Bangkok, Thailand

    Naruemon Wattanapongsakorn

  3. Chair of IEEE CS STCOS, IBM T.J.Watson Research Center, New York, New York, USA

    Nikolai Joukov

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© 2016 Springer Science+Business Media Singapore

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Ramlan, R., Chan, S.W., Hassan, R., Mokhtar, R., Sakeri, N.A. (2016). RANKING AND SELECTION CRITERIA OF MOBILE SERVICES USING ANALYTIC HIERARCHY PROCESS. In: Kim, K., Wattanapongsakorn, N., Joukov, N. (eds) Mobile and Wireless Technologies 2016. Lecture Notes in Electrical Engineering, vol 391. Springer, Singapore. https://doi.org/10.1007/978-981-10-1409-3_17

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  • DOI: https://doi.org/10.1007/978-981-10-1409-3_17

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  • Publisher Name: Springer, Singapore

  • Print ISBN: 978-981-10-1408-6

  • Online ISBN: 978-981-10-1409-3

  • eBook Packages: EngineeringEngineering (R0)

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