A Case of Soft System Methodology (SSM): Interacting Aspect Modelling of Customer Satisfaction in Video Stream Service over Wireless and Mobile Network

Abstract

Customer satisfaction has become essential in any service due to its positive influence to customer loyalty and further market opportunity. In video stream service over wireless and mobile network, customer satisfaction is determined by many interacting aspects. It includes objective Quality of Service (QoS) parameters and subjective Quality of user Experience (QoE) factors. In addition, customer satisfaction is also determined by business strategy that applied by service stakeholders e.g. pricing and customer care. Some issues arise due to interaction between these aspects. These issues are difficult to be addressed by creative and logical problem solving strategy. This paper discusses Soft System Methodology (SSM) to elucidate what the actual problem of these interacting aspects. It is expressed through seven consecutive stages of SSM that illustrate problem solving process from unstructured problem to structured problem. This paper also proposes a methodology to model the interacting aspects in determining customer satisfaction.