Modelling Customer Satisfaction of Smartphones in the Czech Republic
Abstract
Purpose: The goal of this paper is to model customer satisfaction of smartphone select manufacturers in the Czech Republic (CR). Furthermore, the paper aims to model the factors which affect customer satisfaction of the smartphone.
Methodology/Approach: A questionnaire was sent to 1,063 respondents in CR to collect data. Using structural equation modelling, relationships between factors of customer satisfaction within three models of customer satisfaction of select smartphone manufacturers were modelled.
Findings: Effects of all investigated factors of customer satisfaction were verified, as well as all items which constituted the factors. Additionally, the functioning of the factor of total satisfaction with dimensions of general satisfaction and price tolerance was verified.
Research Limitation/Implication: The research is limited by its focus exclusively CR, the number of manufacturers included in the research is rather low and small number of factors and items included in those factors.
Originality/Value of paper: The models differed from each other in terms of the strength and direction of the relationships between the factors, which has implications for these recommendations. In general, each manufacturer has its own strengths and weaknesses (factors) that affect customer satisfaction with its product. Individual manufacturers can increase customer satisfaction by strengthening the positive factors or by learning from their competitors and eliminating or improving the factors that currently affect customer satisfaction negatively.
References
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Diputra, I.G.A.W. and Yasa, N.N., 2021. The influence of product quality, brand image, brand trust on customer satisfaction and loyalty. American International Journal of Business Management, 4(1), pp.25-34.
Dospinescu, N. and Florea, D.B., 2016. Smartphone brands design and buying decision. Ecoforum journal, 5(Special Issue), pp.139-150.
Eaton, B., Elaluf-Calderwood, S., Sørensen, C. and Yoo, Y., 2015. Distributed tuning of boundary resources. MIS quarterly, [e-journal] 39(1), pp.217-244. DOI: DOI:10.25300/MISQ/2015/39.1.10.
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Evelyn, M., 2019. A Multimodal Critical Discourse Analysis of Samsung’s Ingenius, Website, Consumers’ Comments, and Samsung-Apple Brand Positioning. K@ ta Kita, 7(3), pp.411-426.
Galbreath, J. and Shum, P., 2012. Do customer satisfaction and reputation mediate the CSR–FP link? Evidence from Australia. Australian journal of management, [e-journal] 37(2), pp.211-229. DOI: 10.1177/0312896211432941.
Garg, K., Sharma, M., Galhotra, N. and Pal, S., 2018. A study of customer satisfaction on Xiaomi smartphone. IAHRW International Journal of Social Sciences Review, 6(9), pp.1757-1759.
Giese, J.L. and Cote, J.A., 2000. Defining consumer satisfaction. Academy of marketing science review, 1(1), pp.1-22.
Haba, H., Hassan, Z. and Dastane, O., 2017. Factors leading to consumer perceived value of smartphones and its impact on purchase intention. Global Business and Management Research: An International Journal, 9(1), pp.42-71.
Halpern, M., Zhu, Y. and Reddi, V.J., 2016. Mobile CPU's rise to power: Quantifying the impact of generational mobile CPU design trends on performance, energy, and user satisfaction. In: 2016 IEEE International Symposium on High Performance Computer Architecture (HPCA). Barcelona, Spain, 12-16 March 2016. Barcelona: IEEE.
Handoyo, T.W. and Mani, L., 2021. Repurchase Decision on iPhone in Indonesia; The Influenced of Social Media between Utilitarian and Hedonic Values in Customer Satisfaction. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(6), pp.4825-4834.
Havard, C.T., Havard, C.T., Hutchinson, M. and Ryan, T.D., 2021. Are you team Apple or team Samsung? Investigating rivalry in sport and mobile phone brands. In: C.T. Harvard, ed. 2021. Rivalry and Group Behavior Among Consumers and Brands: Comparisons In and Out of the Sport Context. Cham: Springer. pp.57-79. DOI: 10.1007/978-3-030-85245-0_4.
Haverila, M., 2011. Mobile phone feature preferences, customer satisfaction and repurchase intent among male users. Australasian Marketing Journal, [e-journal] 19(4), pp.238-246. DOI: 10.1016/j.ausmj.2011.05.09.
Hsiao, K.L., 2013. Android smartphone adoption and intention to pay for mobile internet: Perspectives from software, hardware, design, and value. Library Hi Tech, [e-journal] 31(2), pp.216-235. DOI: 10.1108/07378831311329022.
Hu, L.T. and Bentler, P.M., 1999. Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, [e-journal] 6(1), pp.1-55. DOI: 10.1080/10705519909540118.
Işıklar, G. and Büyüközkan, G., 2007. Using a multi-criteria decision making approach to evaluate mobile phone alternatives. Computer Standards & Interfaces, [e-journal] 29(2), pp.265-274. DOI: 10.1016/j.csi.2006.05.002.
Kanagaraju, P. and Karthikeyan, R., 2021. Customer satisfaction selected cellular services providers in Villupuram. Journal of Contemporary Issues in Business & Government, [e-journal] 27(5), pp.1243-1254. DOI: 10.47750/cibg.2021.27.05.084.
Kapferer, J.N., 2016. The challenges of luxury branding. In: F.D.O. Riley, J. Singh and C. Blankson, eds. 2016. The Routledge companion to contemporary brand management. London and New York: Routledge. pp.473-491.
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Authors
Suchánek, P., & Sobota, R. (2023). Modelling Customer Satisfaction of Smartphones in the Czech Republic. Quality Innovation Prosperity, 27(1), 119–141. https://doi.org/10.12776/qip.v27i1.1818
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