Evaluating Mobile Telecom Apps: An Integrated Fuzzy MCDM Model Using Marketing Mix
App-based marketing has been widely used in the telecommunications industry to both serve and draw in new customers. Typically, telecom providers must invest an amount of company resources to develop and maintain the operations mechanism of information technology platforms (e.g., mobile apps); there...
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MDPI AG
2025-01-01
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| Series: | Information |
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| Online Access: | https://www.mdpi.com/2078-2489/16/1/70 |
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| author | Hamzeh Mohammad Alabool |
| author_facet | Hamzeh Mohammad Alabool |
| author_sort | Hamzeh Mohammad Alabool |
| collection | DOAJ |
| description | App-based marketing has been widely used in the telecommunications industry to both serve and draw in new customers. Typically, telecom providers must invest an amount of company resources to develop and maintain the operations mechanism of information technology platforms (e.g., mobile apps); therefore, it is important to take the issue of marketing effectiveness into account. For example, the mismatch between what telecom providers offer in their mobile apps and customers’ marketing requirements plays a significant role in determining unmet knowledge and presentation gaps that are related to the marketing domain. This research intends to propose an integrated Fuzzy MCDM model based on 4Ps (Product, Price, Place, Promotion) and 4Cs (Customer Needs, Cost, Convenience, Communication) models for evaluating mobile telecom applications (MTAs). Therefore, the 4Ps and 4Cs models are extended to develop a hierarchy model for evaluating MTAs. Next, fuzzy theory is applied to handle the subjectiveness of qualitative evaluation criteria while the Analytic Hierarchy Process (AHP) is applied to synthesize the weight and score of the evaluation criteria. The proposed model is applied to evaluate, rank, and analyze the MTA of three telecom providers in the Kingdom of Saudi Arabia (KSA) (e.g., STC, Zain, and Mobily). The conducted case study ensures the usability and applicability of the proposed model. The evaluation results offer several managerial actions for achieving ideal app-based marketing. |
| format | Article |
| id | doaj-art-0f4119209d4f4ee494e9f049b245af70 |
| institution | Kabale University |
| issn | 2078-2489 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Information |
| spelling | doaj-art-0f4119209d4f4ee494e9f049b245af702025-01-24T13:35:21ZengMDPI AGInformation2078-24892025-01-011617010.3390/info16010070Evaluating Mobile Telecom Apps: An Integrated Fuzzy MCDM Model Using Marketing MixHamzeh Mohammad Alabool0Department of Information Technology, Saudi Electronic University, Abha 61421, Saudi ArabiaApp-based marketing has been widely used in the telecommunications industry to both serve and draw in new customers. Typically, telecom providers must invest an amount of company resources to develop and maintain the operations mechanism of information technology platforms (e.g., mobile apps); therefore, it is important to take the issue of marketing effectiveness into account. For example, the mismatch between what telecom providers offer in their mobile apps and customers’ marketing requirements plays a significant role in determining unmet knowledge and presentation gaps that are related to the marketing domain. This research intends to propose an integrated Fuzzy MCDM model based on 4Ps (Product, Price, Place, Promotion) and 4Cs (Customer Needs, Cost, Convenience, Communication) models for evaluating mobile telecom applications (MTAs). Therefore, the 4Ps and 4Cs models are extended to develop a hierarchy model for evaluating MTAs. Next, fuzzy theory is applied to handle the subjectiveness of qualitative evaluation criteria while the Analytic Hierarchy Process (AHP) is applied to synthesize the weight and score of the evaluation criteria. The proposed model is applied to evaluate, rank, and analyze the MTA of three telecom providers in the Kingdom of Saudi Arabia (KSA) (e.g., STC, Zain, and Mobily). The conducted case study ensures the usability and applicability of the proposed model. The evaluation results offer several managerial actions for achieving ideal app-based marketing.https://www.mdpi.com/2078-2489/16/1/70mobile appMCDMmarketing mixtelecommunication |
| spellingShingle | Hamzeh Mohammad Alabool Evaluating Mobile Telecom Apps: An Integrated Fuzzy MCDM Model Using Marketing Mix Information mobile app MCDM marketing mix telecommunication |
| title | Evaluating Mobile Telecom Apps: An Integrated Fuzzy MCDM Model Using Marketing Mix |
| title_full | Evaluating Mobile Telecom Apps: An Integrated Fuzzy MCDM Model Using Marketing Mix |
| title_fullStr | Evaluating Mobile Telecom Apps: An Integrated Fuzzy MCDM Model Using Marketing Mix |
| title_full_unstemmed | Evaluating Mobile Telecom Apps: An Integrated Fuzzy MCDM Model Using Marketing Mix |
| title_short | Evaluating Mobile Telecom Apps: An Integrated Fuzzy MCDM Model Using Marketing Mix |
| title_sort | evaluating mobile telecom apps an integrated fuzzy mcdm model using marketing mix |
| topic | mobile app MCDM marketing mix telecommunication |
| url | https://www.mdpi.com/2078-2489/16/1/70 |
| work_keys_str_mv | AT hamzehmohammadalabool evaluatingmobiletelecomappsanintegratedfuzzymcdmmodelusingmarketingmix |