Abstract
With the advancements of mobile technologies, internet connection can be conveniently accessed by the fast-growing number of smart phones. This is a relevant feature, making smart phone devices highly attractive to the M-era. In order to understand the end-users' needs and elevate competitive advantage of the enterprises, this study has set up an evaluation model for the smart phone improvement by using Fuzzy Hybrid MADM method, which integrated DANP in the Fuzzy integral. Analysis of DANP revealed that Mobile convenience (D3) has the highest impact to improvement of Customer Equity (D1), while Mobile multimedia services (C34) showed as the most influential criteria of D3. In the case of performance evaluation, it was found out that non-additive (fuzzy integral method, FI) could represent more the real behavior than additive (simple additive weighting method, SAW). This study was able to provide the enterprises a recommended direction which can enhance competitiveness of the smart phone according to network relation map (NRM) and performance evaluation.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
