The Study of Mobile Payment Behavior and Service Strategy

• Main Authors: CHIA-MING CHU, 朱家銘
• Other Authors: 邱垂昱
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/waneq9

碩士 === 國立臺北科技大學 === 管理學院工業工程與管理EMBA專班 === 105 === Since the Internet browsers, such as Internet Explorer, has come out in 1990s, surfing the Internet by mobile broadband network has become an indispensable part of daily life and has rapidly changed the global science and technology development. Mobile networks technology, from the beginning of the analogy mobile phone is called 1G (first generation mobile networks (1G)), digital cellular system (2nd generation mobile networks (2G)), then evolved into the 3G (3rd generation mobile networks) and the current is 4G (4th generation mobile networks). In the near future it will turn to 5G (5th generation mobile networks) technology, which planning aims at higher capacity than current 4G, allowing a higher density of mobile broadband users, and supporting device-to-device, ultra-reliable, and massive machine communications. Mobile payment in Taiwan remains at an early stage of development. In May 2016, the Taiwan Cabinet, Financial Supervisory Commission (FSC), approved legal measures which will pave the way for large international players such as Apple, Samsung and Google to enter mobile payments in Taiwan in the near future. This study is currently focused on the NFC-SIM mobile payment service in the telecom industry in Taiwan, and to find out the service strategy of consuming behavior of customers comparing to the competitors. The study model is based on the House of Quality (HOQ) model to integrate the functional requirements and customer needs by listening to the customer voice (Voice of Customers, VOC). Fuzzy Analytic Hierarchy Process (FAHP) is carrying out in model analysis. The model analysis divides into two steps： at step 1, we invite experts and consumer representatives, familiar with NFC-SIM mobile payment, to construct the value levels and mobile payment technology relationships. Then, to evaluate and to find out the customer service level and satisfaction of mobile payment. At step 2, to survey customer service level satisfaction of mobile payment with questionnaires by experts and consumer representatives, then following the QFD (Quality Function Deployment) to analysis with previous items in the step 1. This study puts forward the current action to top six strategies and the proportion of future resources for the current action to pay the industry to understand consumer demand and future and service direction. The results is to identify the key applications and service strategies by consuming behavior survey in the NFC-SIM service dominated by the mobile broadband Internet industry.