Service Optimization in Mobile Apps using Best Worst Method, Quality Function Deployment, and fuzzy goal programming

Abstract

Identifying customer requirements (CRs) plays a critical role in developing service-providing methods. Mobile Applications (MAs), as one of the most efficient service-providing channels, have made extreme competition in service oriented industries. Using the CRs, technical requirements (TRs), and a mathematical multi-objective programming model, this study tries to present a flexible framework for developing a MA in a real suty in tourism industry. The structure encompasses these steps: 1. Extracting CRs using a literature review and in-depth interviews, 2. Calculating importance weights for the extracted CRs using the Best-Worst Method (BWM), 3. Determining the appropriate tools for satisfying the CRs and TRs-related costs using expert opinions, 4. Calculating the real importance weights of each TR by considering their role in satisfying CRs using Quality Function Deployment (QFD) method, 5. Implementing a fuzzy goal programming to estimate how much budget a company needs to meet a certain percentage of user satisfaction. The proposed structure in this study can be applied by service providers to optimize their budget with desired customer satisfaction levels, provide unique TRs, and contribute a cost structure (both real and optimal) for creating, developing, and improving a MA.