Mobile Ordering System Structure and Demand Analysis

Kuang-Husn Shih, Fu-Ju Yang, Ching-Wen Lin and Ching-Yi Lin
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Kuang-Husn Shih: Toko University, Taiwan
Fu-Ju Yang: Chinese Culture University, Taiwan
Ching-Wen Lin: Chinese Culture University, Taiwan
Ching-Yi Lin: Chinese Culture University, Taiwan

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Abstract: E-service has changed securities market trading patterns. At present, securities dealers mainly provide an internet ordering mode and mobile ordering services, while past trade patterns are mostly based on Internet ordering as the main trading mode. With increasingly powerful mobile phone functions and stable development of the current 3G systems, the willingness of investors to adopt has significantly increased. Hence, this study adopted the Analytic Network Process (ANP) to evaluate the demand on the mobile ordering services of securities dealers to learn about the mobile ordering structure, demands, and concerns of securities dealers. The study expects to explore the service contents and switching costs of the mobile ordering structure and compare factor importance and mutual influence of service contents and switching costs. The findings can be provided to the system development industry as a reference. It is expected to allow system developers to better understand the demands of securities dealers in the mobile ordering service structure in the future.

Keywords: Mobile Ordering; CRM (Customer Relation Management); Switching Costs; Analytic Network Process (ANP) (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (1)

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