Modeling the barriers of service adoption in rural Indian telecom using integrated ISM-ANP

Abstract

Purpose – This paper aims to understand and identify the various barriers in adopting new telecom services in rural areas for improving the penetration and revenue of the telecom companies. These barriers are modeled to study their inter-relationships and prioritize them for strategizing appropriate management action plans. Design/methodology/approach – Delphi technique has been used to form a consensus with the telecom managers working in rural areas to finalize the barriers. An integrated Interpretive Structural Modeling–Analytic Network Process (ISM–ANP) approach has been adopted to establish the complex relationships, cluster the relationships, to understand and prioritize the telecom service adoption barriers. Findings – The major contribution of this research is imposing directions and dominance of various barriers to promote better adoption of new telecom-based mobile services in rural areas. The proposed integrated method can aid in decision making by providing more informative, accurate and a better choice than using either ISM or ANP in isolation. Research limitations/implications – The generalizabilty of these research findings is limited, as it was generated specific to rural telecom service adoption barriers in Indian context. Because decision-making problems are usually complex and ill-structured, every decision is based on the decision-maker’s expertise, preferences and biasness of the experts who showed their interest to participate in the research. Practical implications – This paper forms the basis of identifying the reasons for poor adoption of telecom-based mobile services in rural India. This study would help the telecom companies and the managers to understand and develop strategies to target the rural audience by introducing action plans and innovative mobile services to overcome the identified barriers. By applying the proposed methodology, telecom companies can classify and prioritize their action plans as short-, medium- and long-term plans to systematically overcome the identified barriers. Originality/value – This paper provides a base for understanding various factors that affect the adoption of telecom-based mobile services. It demonstrates the use of an innovative approach to develop an integrated model to understand the barriers.

Analyzing Lean Six Sigma enablers: a hybrid ISM-fuzzy MICMAC approach

“…Organizational performance measurement system is important Lean Six Sigma enabler (LSSE) for monitoring the effectiveness on the inputs given to the system (Kumar Sharma and Bhat, 2014). Measuring the organizational performance helps in providing necessary feedback to the management and taking initiatives for corrective measures (Bhadani et al , 2016a). Customer satisfaction directly builds up a healthy future of the organization.…”

Trust and justice in the adoption of a welfare e-payment system

“…Similarly, other studies (Wyche and Steinfield, 2015;Bhadani et al, 2016;Wyche and Baumer, 2016) have found specific challenges of IT adoption among the poor. Bhadani et al (2016) found that the number of mobile users adopting the e-services could be increased through fair and transparent charges by mobile operators, treating complaints on an urgent basis, and if incentive-based schemes could be introduced to improve mobile subscriptions.…”

“…Similarly, other studies (Wyche and Steinfield, 2015;Bhadani et al, 2016;Wyche and Baumer, 2016) have found specific challenges of IT adoption among the poor. Bhadani et al (2016) found that the number of mobile users adopting the e-services could be increased through fair and transparent charges by mobile operators, treating complaints on an urgent basis, and if incentive-based schemes could be introduced to improve mobile subscriptions. Wyche and Steinfield (2015) examined the low mobile user adoption numbers among Kenyan smallholder farmers for the agricultural market information service, which is an application that sends farmers crop pricing information via short message service.…”

Development of Institution Structure of Agriculture Resources Management at Pesantren

“…[22] and [23] formulate the structure of a system consisting of 9 elements, namely (1) and (9) Institutions involved in the implementation of the program. There is a criteria element linkage in knowledge management [31], the interaction constraints in total quality management [32]; understand the elements of entrepreneurial constraints [33], the priority strategy [34], determine the critical success factors [30], also uses one element [35]. Several previous studies used the ISM with one element for the development of the institution's management business [36]; [37]; [38]; [39]; [40]; [41].…”