Analyzing Mobile App Service Design from Customer Usage Behaviors

• Main Authors: SHIH-PIN LIU, 劉世彬
• Other Authors: Wen-Chun Tsai
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/59111389537414841228

碩士 === 中原大學 === 企業管理研究所 === 104 === Abstract The rapid development of smart portable devices has resulted in everybody to own smartphone/s and changed the user lifestyle and habits. Now smartphones have already become the portable necessities in our daily life. For users of these smart devices, what are their opinions on the plentiful of currently available service-based Apps? Amid the competitive market environment, the provision of a better mobile service experience process to users is an important goal in the design concept of mobile services. This has prompted many companies to gradually add the development strategy of mobile services into their original service-oriented development direction to provide consumers with a better mobile service experience. These diversified mobile service programs have to be planned and implemented through service design considerations to achieve best application effects via the use of service design process architecture. The purposes of this study were to explore the usage behaviors of smartphone Apps, and the correlation between the mobile service design contents of these Apps and customer usage behaviors. Four App cases were taken as the study subjects to perform with a qualitative research, and 20 App users were also conducted with an interview regarding their experience process. A comparative analysis was done through the use of an open-ended question interview method by comparing the mobile service mode process App architecture to that of collected general service process flow architecture. During the study process, the application program App was segmented according to types. It was classified into single-point service and process-service based on mobile service mode; and the extension of existing services and innovative mobile services based on service development method. Such summarizing approach was able to clearly compare the significant variances and individual vantage points of different mobile service designs. Research findings: 1. Single-point service App can be chosen to use on service functions depending on different user needs to achieve multi-service functions and solve the needs of different issues. Process-service App has integrated the overall operating process to become an easiest service mode to allow customers to experience the complete mobile service experience. 2. The extension App developed from existing services acts like a bi-directional parallel mode of new and old services being created to cope with the mobile service era to increase business service opportunities. The innovative mobile service App is a complex unit integrated with innovative thoughts and action services. It has transformed into an emerging service pattern to reflect the latest development and future trends. Keywords: Usage behaviors, mobile phone application programs, App, mobile service, service design