QUALITY INDICATORS IN THE MOBILE INDUSTRY RANKINGS BASED ON INDICATORS OF CUSTOMER SATISFACTION WITH THE HYBRID APPROACH DEMATEL AND ANP APPROPRIATE STRATEGY BASED ON GRAY SYSTEM

The quality of services as a vital element in the strategic competitiveness and commercial success are various methods have been developed to evaluate it. Prioritizing qualitative indicators based on the quality of mobile phone services enables the company gives top priority due to the higher percentage of satisfied customers provide. This study tries to customer satisfaction according to criteria to prioritize mobile operators pay qualitative characteristics. A sample consisted of 450 individuals (46% women, 54% men) from IRANCELL operator (Iran) in 2015 which selected randomly. Results shows between four considered strategies maximum priorities belong to S1 which is denote to more services beyond customer expectations.


INTRODUCTION
In the information age, it is natural that one of the highest rate of growth in the telecommunications industry, among other industries have.Like any other industry, the telecommunications industry is also gaining a new customer is much more difficult and expensive than retaining existing customers.In addition to cost 5 times as attract new customers, backed retain current customers.Studies have shown a direct correlation between customer satisfaction and quality of service provided there.Therefore, it is natural that mobile operators are always on maintaining and improving the quality, increase customer loyalty and maintain them.Judgment about phone service a mobile operator customers primarily on the properties of different beliefs or expectations along with it, the quality of operator services and experiences based on it.The quality of services as a vital element in the success of business and strategic competition in the mobile phone business is considered and various methods have been developed to evaluate it.Identify and prioritize the needs of mobile operators to provide service features for customer relationship management and maintaining their loyalty to the provider has caused a lot of research done in this area.However, according to internal thought and invisible customers, lack of access and comment on all of them, deficiency of information and uncertainty of how to meet them, methods for measuring the quality of services provided and the shortcomings of a mobile phone.Previous researchers to measure the quality of service of mobile operators have used different models and variables.Some of them models such as Servqual and Srvprf general use, others through add dimensions to these models for mobile services industry, have tried to measure the quality of services in the industry.Some other researchers have used more specific assessment tools for cell phone operators and prove effects of these dimensions on customer behavior and satisfaction (Pezeshki, 2009).
Research carried out in this area, quality of services specific to mobile services industry in customer satisfaction and loyalty play a key role, has identified.Table (1) shows this dimensions: Evaluation importance of quality characteristics is one of important selection process in new services in mobile operators which many researchers pay attention to.Estimation methods and identify important features can be placed in two general categories: The first, so-called direct or indirect methods in which customers are asked directly, Care about their properties from their point of view.Second, are implicit methods in which effects of each feature on customer satisfaction is evaluated with statistical and data mining (Pezashki, 2009).Some researchers have noted that customers using direct comments on the assessment of properties, due to high uncertainty and differences will reduce the predictability and reliability analysis (Ling, 2008).On the other hand, common statistical methods like regression and structural equation modeling have some limitations and assumptions and since in related studies predict customer behavior and attitude cannot be sure there are all these assumptions, the use of these methods in the calculation of features, reliable and dependable results will follow.
Although many studies have been done on the quality of mobile services, but research in the field prioritize these aspects was not found.Prioritizing qualitative indicators based on the quality of mobile services that enable companies due to higher priorities, provide a higher percentage of satisfied customers. .This study attempts to prioritize customer satisfaction qualitative characteristics of mobile operators.Lack of access to information from the minds of customers and sometimes contradictory comments on their behalf conditions for the decision to prioritize quality indicators is uncertain.One of the proposed methods for dealing with this situation, the use of gray number theory is that this research aims to use it to solve the problem.

Participants
The study population consisted of all mobile phone subscribers in Iran.The sample consisted of 450 individuals (46% women, 54% men) from IRANCELL operator (Iran) in 2015 which selected randomly.Their ages ranged from 18 to 35 years (M = 24.61,SD = 2.13).

Measures
In this study, data collection tools included two questionnaires, which is designed to be closed.The first issue questionnaires to identify the most important indicators of the quality of the operators phone service provider is used.The questions based on Likert 5 option was analyzed.The second questionnaire was designed based on the concept of ANP techniques and paired comparisons to assess the importance and weight of the most important indicators of the quality of the study.In each section of tables paired comparisons questionnaire 2, the number of questions in accordance with the rules of proportion to the number of elements that are to be compared will be considered, ie if the number of elements compared n assumes the number (n (n-1)) / 2 Compare been incorporated in the table.In order to collect demographic data of respondents also were asked in the questionnaire information such as age, gender and education to determine.

Procedure
ANP integrated approach method and gray theory in this study is not composed of the following major steps: 1) Identify the most important indicators of quality mobile operators 2) Formulated a causal network of the indicators 3) Extraction of paired comparisons 4) Calculate the relative importance (weights) 5) Primary super Matrix formation 6) Computing final weight of the super matrix 7) Identify strategies for quality management 8) Evaluating strategies than the index 9) Prioritize strategies

Identify indicators of customer satisfaction in mobile phone
To identify customer satisfaction indices based on American customer satisfaction model a questionnaire was designed and asked respondent to identify importance level of each of them.Respondents used 1, 2, 3, 4, 5 numbers to determine the importance of each indicators.Table 2. shows customer satisfaction indices with their P-values.Results shows that all of extracted indices are statistically significant.Now, after identification of effective factors, network structure was determine.This was done with DEMATEL technique.Expert opinions about the amount of relationship between this factors was asked.It did with a questionnaire with 4 scale; zero (without any impact), one (low impact), two (high impact) and three (very high impact).The resulting matrix in this step shows with Z and components Z ij illustrate degree of impact factor i on j.Table 3. shows mentioned matrix.After normalizing direct relationships matrix, total relationships determine as follows.In matrix showed in Table 4. black cells shows effectiveness of factors on others.

Examine the importance of customer satisfaction indexes based on ANP
Based on customer satisfaction indexes America and indicators outlined in the previous section hierarchical structure is plotted below:

Integrated matrix of paired comparisons
To merge matrix of paired comparisons we use the geometric mean.Table 6.displays integrated matrix.This calculation procedure for pair wise comparison matrices to calculate the weight of the primacy of matrices done by the following formula: A

Normalizing pair wise matrix
To normalize each element of the matrix is divided by the sum of the column.Table 7. normalized matrix of pair wise comparison matrix shows the main indicators.

Frequent power and deliver it to build a super matrix
In this section, according to the results of the previous section to the Super matrix problem.However, to determine the final weight of indicators to stage the matrix must be equal numbers in each row together (converging Super matrix problem) was multiplied.After 68 times the power delivery and prioritize the factors converged.

Selection Strategies
This section uses the results to the theory of ANP gray and ranking strategies will be discussed.Evaluating strategies gray than the index through assessments done.At this point the need to evaluate each strategy is based on each indicator.The way to do this is to assess the mental scores in the range of "non-favorable impression" to "to great effect" for each strategy to consider each indicator.In this case, five levels of gray will have numbers in the table 10. have been brought.

Figure 1 :
Figure 1:Hierarchical structure for customer satisfaction

)
The integration of pair wise comparison matrices B) Normalization matrix of paired comparisons C) Average of line D) Calculating the rate of incompatibility

Table 1 :
Quality Dimensions

Table 2 :
Scoring indicators of customer satisfaction in mobile phone

Table 3 :
Amount of influencing quality factors on each others.

Table 4 :
Relationship between quality factors

Table 5 :
Name the main indicators

Table 7 :
Normalized pair wise matrix From before mentioned matrix, average was calculated from each row.If the of incompatibility for matrix be smaller than 0.1, obtained vector in the table 8. shows final weight of the main indicators.00

Table 8 :
Final weights for pair wised main customer satisfaction factors

Table 9 :
Priorities of factors

Table 10 :
linguistic gray scale for assessing strategies The evaluation was conducted by four experts.Tables 12 to 15 to assess the desirability of four expert groups to enhance customer satisfaction strategy based on 14 qualitative indicators to show.

Table 11 :
First decision maker's evaluation from strategies utility in enhancing customer satisfaction

Table 12 :
Second decision maker's evaluation from strategies utility in enhancing customer satisfaction

Table 13 :
Third decision maker's evaluation from strategies utility in enhancing customer satisfaction

Table 14 :
Fourth decision maker's evaluation from strategies utility in enhancing customer satisfaction

Table 15 .
shows mean of four experts judgments about each strategy.

Table 15 :
Average of four experts' judgments terms which are often ambitious.To deal with this problem we examined gray system numbers to estimate priorities of strategies which we define in this research.Maximum score is belong to S1: More services beyond customer expectations.It shows that based on increasing customers needs, new services before their expectations should be prepared. linguistic