TheRelationship of Combined Software Applications to Customer Satisfaction and Consequent Business Opportunities for Mobile Network Operators in Saudi Arabia
This study employs primary and secondary research in both quantitative and qualitative formats to shed light on the degree to which mobile customers in the Kingdom of Saudi Arabia are likely to use combined mobile applications and, as a result, increase their data usage. One type of comprehensive application that is suggested is an application that combines the services of a mobile operator with a health and fitness tracker. Linking services with a health application was successfully accomplished by companies in the banking sector and this experience is used as an example to illustrate how a mobile operator might also combine with a health and fitness application. Secondary research consists of a literature review that examines successful combinations as described above, with an emphasis on quantitative data regarding customer uptake of a combined mobile application. The review considered studies that were done in various nations around the world, in countries in the East and in the West. The review provided a reference baseline against which the primary data could be compared. Primary research consists of a series of semi-structured, in-person, one-on-one interviews with 49 subjects, all of whom reside in Saudi Arabia. Respondents were asked to rate the degree to which they expected a combined mobile application to meet specific requirements, including motivation to engage, ease of use, practicality and usefulness, and trustworthiness. Findings from the interviews were cross-referenced with findings from the literature review to reach a conclusion that the researcher believes to be accurate within a reasonable margin. This shows that mobile operators in the Kingdom of Saudi Arabia can gain strategic advantage by offering users a combination application that merges a user’s daily mobile needs with a relatively robust health and fitness tracker.