International Journal of Advanced Research in Commerce, Management & Social Science (IJARCMSS) 25

ISSN : 2581-7930, CIF : 2.965 , Volume 03, No. 01, January - March, 2020, pp 25-31

STUDY OF CUSTOMER SATISFACTION TOWARDS SMARTPHONE USERS

Ms. Shweta Sharma

Vikas Chauhan

ABSTRACT

Customers are becoming more dependable on the smartphones. Nowdays people seems to
become more dependent towards smartphone due to its convenience, reliability, durability, adorable
camera features, fast installation of various apps and the most important factor is that it can do entire
functions that computer performs. The major objective of this research study undertakes on identifying
the various brands of smartphones that are preferred by the customers to analyze the satisfaction level of
customers towards smartphone usage. The Sample size taken under the research study is of 60
respondents to get an idea about how many consumers are satisfied using smartphone.
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Keywords: Smartphone, Satisfaction Level of Customer, Adorable Camera Features.

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Introduction
Nowadays the trend of having smartphone has taken place at the great extent. Each and every
consumer is looking for various brands of smartphone in order to analyze and compare which would be
more compatible in terms of design, quality, pricing, advance technology etc. Apple is the type of
company which understands what the customers actually prefer and also the future aspects of the
innovation in such a manner that no other company thinks to do. There are various other models of
smartphones such as Samsung, Redmi, Oppo which are also fulfilling the expectation of customer base
and are mostly preferred by the medium income section of customer base.
In the recent years it was shown that 65-70% of the world’s population own at least one
smartphone. In Today’s Scenario most of the consumers are looking towards buying more technological
and advanced smartphone. Therefore the consumers belonging to higher or medium income group are
preferring a reliable smart phone for their long term usage maybe their preference would be different
regarding choosing of models depending on pricing structure. As Apple costs premium pricing than other
smart phones therefore only higher section of the society think about purchasing iphone rest of the
consumers who can’t afford premium pricing go towards Samsung, Redmi etc.
Samsung is also one of the trusted and loyal smart phone preferred by one third of the
population because of its long term durability. India has the fastest-growing smartphone market in the
world, Everybody looks India as a huge landing ground for their innovation therefore the Indian market
has huge competition and thus its necessary to understand the customer perception in order to satisfy
their requirements in long run.
Customer satisfaction plays an crucial factor in terms of finding whether the customer is
preferring the particular model of smartphone or switching towards other models due to some gaps which
can be battery issues, network issues etc. Therefore to overcome this issue various companies are
taking the feedback in order to keep their customer base retained for longer time period.
Literature Review
According to Shakir Hafeez; SAF Hasnu (2010) states that Customer Satisfaction is the most
important and crucial tool for the success of the business in the longer run. Major challenge that most of
the business face is how to keep and satisfy their customers. The study mainly focuses on customer
loyalty and finds that the complete satisfaction and loyalty of the customers are comparatively low among


Assistant Professor, Department of Management Studies, ACEM, Faridabad, Haryana, India.

MBA student, ACEM, Faridabad, Haryana, India.
26 International Journal of Advanced Research in Commerce, Management & Social Science (IJARCMSS) - January- March, 2020

the customers of Mobilink. He states in the research study that the customer loyalty in case of Pakistan
mobile sector seems to be low as it is considered to be an emerging industry. In today’s scenario most of
the customers are trying new services. Hence, the customer loyalty is a challenging and critical task for
the company in the Modern arena.
According to Androulidakis; G. Kandus (2011) determined in the research study that most of the
customers shows different kinds of behavior in an array of features or the characteristics regarding the brand of
the phone which basically they are using. Security issue regarding mobile phone is the major concern
nowdays. As such there are different categories of areas where most of the users feels that they are
somewhere lacking security due to the reason of lack of awareness. According to this research study the
manufacturers would understand how important the security and transparency factor is for their customers.
According to Tajzadeh Namin A. A.; Rahmani Vahid; Tajzadeh Namin Aidin (2012) defines
the relationship between the three variables comprises up of brand attitude, corporate attitude and
product choice .After analyzing these variables it was observed that there is no significant relationship to
be found between the individual decision making factor and the product choice where product includes
mobile phone.
According to Ajax Persaud, Irfan Azhar, (2012) concluded that the brand loyalty and trust,
customer’s way of shopping style, and the value of the brand are the key motivators for involving in
mobile marketing through their respective smartphones. In order to build strong relationship, encouraging
purchase level, building long term loyalty, the marketer should use various marketing tactics in order to
sustain their position in the competitive world.
According to Nasr Azad; Maryam Safaei (2012) states that most of the customers selects their
products based on the brand name. Most of the products contain certain characteristics that differentiate
them from other products. In this paper, the study was conducted with an objective to determine major or
important factors that influences customer's purchases in the city of Tehran, Iran. According to study it
was observed and analyzed that there is some positive relationship between various factors comprises
up of exclusive name and quality perception, between the word of mouth advertisement and exclusive
name factor, between brand name and word of mouth advertisement, between brand name and brand
image etc.
Research Methodology
Research Objective
To study the satisfaction level of customers towards various brands of Smartphone.
Research Design
This research study involves descriptive research design as this research study is based on
questionnaire.
Sample Design
 Sampling Techniques: The Sampling Technique used in this research study is convenience
sampling.
 Sample Size: For this study the sample size is 60 respondents.
 Sources of Gathering Data: The research study is based on primary sources. I have stated the
information through Primary data. Primary data includes first hand information collected through
questionnaire.
 Statistical Tools Used in Research Study: Mean, Standard deviation, Correlation.
Data Analysis and Interpretations
Descriptive Statistics- Frequency (Mean/ Standard Deviation)
Table 1
Please mention your age group?
Frequency Percent Valid Percent Cumulative Percent
Valid 18-20 3 5.0 5.0 5.0
21-25 40 66.7 66.7 71.7
26-30 10 16.7 16.7 88.3
31-35 2 3.3 3.3 91.7
36 above 5 8.3 8.3 100.0
Total 60 100.0 100.0
Ms. Shweta Sharma & Vikas Chauhan: Study of Customer Satisfaction towards Smartphone Users 27
Interpretation Stated from the Above Table
The information stated in the above table determines the age group factor where we see that
majority of the respondents are belonging to the age group of 21-25 whereas 16.7% of the respondents
are belonging to 26-30 age group category. Very few respondents are observed in the age group
category of 31-35 i.e 3.3% and in the age group category of 18-20 (5%).
Table 2
While purchasing smartphone what are the major things that you look from the following?
Frequency Percent Valid Percent Cumulative Percent
Valid More power saver 16 26.7 26.7 26.7
Looks 15 25.0 25.0 51.7
Low maintenance cost 6 10.0 10.0 61.7
Reliability 21 35.0 35.0 96.7
Low price 2 3.3 3.3 100.0
Total 60 100.0 100.0
Interpretation Stated from the above Table
The above table indicates that most of the respondents around 35% while purchasing any smart
phone focus on reliability factor. Whereas 26.7% of respondents looks for More power saver factor while
purchasing smart phone. Very few no of respondents i.e. 3.3% looks for low price factor that means that
the company should majorly focus on reliability factor as most of the consumers are looking for it when
they go for purchasing any kind of smart phone.
Table 3
From where did you get to know about Samsung and Apple brands?
Frequency Percent Valid Percent Cumulative Percent
Valid Family information 15 25.0 25.0 25.0
Friend's recommendation 11 18.3 18.3 43.3
Dealer's recommendation 4 6.7 6.7 50.0
Advertisement 30 50.0 50.0 100.0
Total 60 100.0 100.0

Interpretation Stated from the above Table

The information presented in Table3 states about where the respondents get to know about
Samsung and Apple whether they get to know from friends, family, dealers or through advertisement.
Majority of respondents around 50% states that they get to know from advertisements which means
advertisement is a strong medium that influences the consumer in providing information and further
influences their decision making. Whereas 25% of respondents get to know from their family members
and rest of the respondents around 6.7% to 18.3% get to know from their respective friends and dealers.
Table 4
Which smart phone is more easy to use?
Frequency Percent Valid Percent Cumulative Percent
Valid Android 48 80.0 80.0 80.0
IOS 12 20.0 20.0 100.0
Total 60 100.0 100.0
Interpretation Stated from the above Table
The above table indicates that majority of respondents (80%) thinks that Andriod is easy to use
in comparison to IOS. Very few respondents i.e 20% thinks that IOS is easy as comparable to Andriod
but study revealed the fact that maximum are preferable with Andriod.
Table 5
Which brand has more customer satisfaction level?
Frequency Percent Valid Percent Cumulative Percent
Valid Apple 20 33.3 33.3 33.3
Samsung 23 38.3 38.3 71.7
Vivo 6 10.0 10.0 81.7
Redmi 11 18.3 18.3 100.0
Total 60 100.0 100.0
28 International Journal of Advanced Research in Commerce, Management & Social Science (IJARCMSS) - January- March, 2020

Interpretation Stated from the above Table

The information presented in the above table states that maximum number of respondents
around 38.3% are stating that samsung has more customer satisfaction level as compare to all other
brands. 33.3% of respondents are going for Apple they think Apple has more customer satisfaction base.
Whereas very few respondents are in favour with Vivo(10%) and Redmi(18.3%).
Table 6
Which of following brands is better in terms of marketing?
Frequency Percent Valid Percent Cumulative Percent
Valid Apple 17 28.3 28.3 28.3
Samsung 20 33.3 33.3 61.7
Vivo 12 20.0 20.0 81.7
Redmi 11 18.3 18.3 100.0
Total 60 100.0 100.0
Interpretation Stated from the above Table
The above table indicates that maximum number of respondents around 33.3% thinks that
Samsung is the brand that is better in terms of marketing whereas 28.3% respondents feels that Apple is
better in terms of marketing. Very few respondents around 18.3 % feels that Redmi is better in terms of
marketing.
Table 7
Which smartphone company give better software customization features ?
Frequency Percent Valid Percent Cumulative Percent
Valid Apple 36 60.0 60.0 60.0
Samsung 14 23.3 23.3 83.3
Vivo 5 8.3 8.3 91.7
Redmi 5 8.3 8.3 100.0
Total 60 100.0 100.0
Interpretation Stated from the above Table
The analysis of above table states that majority of respondents around 60% thinks that Apple gives
better software customization features as compared to other smart phones. Whereas 23.3% respondents
are going for Samsung in terms of better customization features and very limed respondents around
8.3% go for Redmi and Vivo.
Table 8
Which company has a better overall design architecture?
Frequency Percent Valid Percent Cumulative Percent
Valid Apple 32 53.3 53.3 53.3
Samsung 18 30.0 30.0 83.3
Vivo 5 8.3 8.3 91.7
Redmi 5 8.3 8.3 100.0
Total 60 100.0 100.0
Interpretation Stated from the above Table
The above table indicates that maximum number of respondents i.e 53.3% says that Apple is
better in terms of overall design structure whereas 30% of the respondents give more preference to
samsung in regard with better design structure. Similarly very limited number of respondents around
8.3% are going for Vivo and Redmi.
Table 9
Which of the following brands is better in terms of software compatibility?
Frequency Percent Valid Percent Cumulative Percent
Valid Apple 36 60.0 60.0 60.0
Samsung 17 28.3 28.3 88.3
Vivo 5 8.3 8.3 96.7
Redmi 2 3.3 3.3 100.0
Total 60 100.0 100.0
Ms. Shweta Sharma & Vikas Chauhan: Study of Customer Satisfaction towards Smartphone Users 29
Interpretation Stated from the above Table
From the above table it can be observed that most of the respondents around 60% belives that
Apple is better in terms of software compatability whereas 28.3% thinks that samsung is better in terms
of software compatability . Very few respondents around 8.3% go for Redmi and Vivo.
Table 10
Which company provides better battery life?
Frequency Percent Valid Percent Cumulative Percent
Valid Apple 19 31.7 31.7 31.7
Samsung 20 33.3 33.3 65.0
Vivo 15 25.0 25.0 90.0
Redmi 6 10.0 10.0 100.0
Total 60 100.0 100.0

Interpretation Stated from the above Table

The above table indicates that 33.3% of respondents thinks that Samsung is the brand that
provides better battery life as compared with other brands. Around 31.7% of respondents believes that
Apple is one of the brand that provides better battery life. It was also observed that very few
respondents around 10% says that Redmi is providing better battery life which means that the positive
status of brands is seen between Samsung and Apple whereas Redmi and Vivo are not able to cope
up with these brands.
Correlation
Table 11
Correlations
Which smartphone Which of the following
company give better brands is better in
software customization terms of software
features ? compatibility?
Which smartphone company Pearson Correlation 1 .417**
give better software Sig. (2-tailed) .001
customization features ? N 60 60
Which of the following brands is Pearson Correlation .417** 1
better in terms of software Sig. (2-tailed) .001
compatibility? N 60 60
Interpretation from the above Table
The above correlation table indicates that the relationship between better software
customization features and better software compatibility states moderate positive correlation i.e .417 as it
lies between the range +0.25_+0.75. Here also there exist a relationship between these two variables at
moderate level but it doesn’t indicate positive correlation.
Table 12
Correlations
Which of following Which smartphone company
brands is better in give better software
terms of marketing? customization features ?
Which of following brands is Pearson Correlation 1 .330*
better in terms of marketing? Sig. (2-tailed) .010
N 60 60
Which smartphone company Pearson Correlation .330* 1
give better software Sig. (2-tailed) .010
customization features ? N 60 60
Interpretation from the above Table
The above correlation indicates the relationship between which smart phone is better in terms of
marketing and which smartphone company gives better software customization features i.e 0.330 which
indicates that these two variables showcase moderate positive correlation as it lies between the range of
+0.25_+0.75.
30 International Journal of Advanced Research in Commerce, Management & Social Science (IJARCMSS) - January- March, 2020

Regression Analysis
Table 13
Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
a
1 .271 .074 .058 1.263
a. Predictors: (Constant), Which smart phone is more easy to use?
a
ANOVA
Model Sum of Squares df Mean Square F Sig.
b
1 Regression 7.350 1 7.350 4.605 .036
Residual 92.583 58 1.596
Total 99.933 59
a. Dependent Variable: While purchasing a smartphone what are the major things that you look from the following?
b. Predictors: (Constant), Which smart phone is more easy to use?
a
Coefficients
Standardized
Unstandardized Coefficients
Model Coefficients t Sig.
B Std. Error Beta
1 (Constant) 1.583 .516 3.070 .003
Which smart phone is
.875 .408 .271 2.146 .036
more easy to use?
a. Dependent Variable: While purchasing a smartphone what are the major things that you look from the following?
Interpretation from the above Table
Table of modal summary, provides the value of R and R square. The value of R represents the
simple correlation and is 0.271, which indicates the moderate degree of correlation. The value of R
square indicates how much total variation in the dependent variable, can be explained by the
independent variable. In the case, 7.4% can be explained, which is low. The computed value of F is
1
4.605 at a 5% significance level. The tabulated value for 58F at 5% level is 4.01 as our F value is 4.605
and this value is high with respect to tabulated value which means that hypothesis is accepted.
The table of Coefficients provides us with the necessary information to predict the things looking
while purchasing a smartphone from overall more easy to use smartphone, as well as determine whether
purchasing a smartphone statistically significantly to the model.
To represent the Regression equation as:
Easy to use smartphone = 1.583+0.875 (satisfied with looking the things while purchasing a
smartphone)
This means that with increase in one variable, there arise a small increase in other variable too
i.e. 0.875.
Findings from the research Study
 From the research study the major fact revealed is that there is a tough competition between
Samsung and Apple.
 Redmi and Vivo are not up to mark status as compared to Samsung and Apple which means
that the company should understand what are the current expectation of the customers and how
can they compete in the market.
 It was observed that 60% of the respondents think that Apple is better as compared to other
smart phones in terms of better software compatibility.
 The research study finds that Samsung and Apple are the companies that actually know the
mindset of the maximum customers and thus they also know which product is helpful for
increasing sales and maximizing higher profit level.
Suggestions / Recommendations
 As we all know that Customer is the king of the market therefore it’s the duty of each and every
company to make sure that their product will meet the customer satisfaction in order to survive
in the competitive world.
 There should be a long term relationship between the customer and the company in order to
make they stable in the longer run.
Ms. Shweta Sharma & Vikas Chauhan: Study of Customer Satisfaction towards Smartphone Users 31
 The company should provide good customer service as until and unless after sales services of
the company are not good it is not possible for the company to maximize their sales and profit
margin.
 The company should scan the environment carefully as environment is dynamic each and every
aspect is changing like technology, pricing etc in order to build a stronger place in the
competitive market.
 Feedback is a good opportunity for the company in order to overcome their weak areas and
improve their services where they are lacking.
Conclusion
From the above research study, the results are declared that smartphone manufacturers and
marketers needs to know what are the current expectations of the customers and according to that they
should design their product and build marketing strategies accordingly. The research study shows that
there are various product based features that are really important and on the basis of which the purchase
decision is carried out by the customers like better software compatibility, overall structural design,
durable battery life and so on. In today’s Scenario it was observed that majority of customers are ready to
pay higher price if they are getting a reliable quality product. Therefore, the company in order to survive
their brand for the longer run in the market should meet the customer satisfaction.
References
 Dr. T.N.R. Kavitha (Faculty Department of Management Studies, Erode Sengunthar Engineering
College, Erode638057, Tamil Nadu and K. Yogeswari (Department of Management Studies
Erode Sengunthar Engineering College, Thudupathi. Erode638057, Tamil Nadu, A Study On
Customer Attitude Towards Smartphone with Special Reference to Chithode, Erode District,
ISOR Journal of Business and Management, e-ISSN:2278-487X, p-ISSN:2319-7668.
 Mr Jatin Sharma (Assistant Professor, Baba Farid College of Management and Technology,
Punjab, India. Mr Sohail Verma (Student of BBA 5 Semester, Baba Farid College of
Management and Technology (December 2018) A Study of Consumer Perception While
Purchasing Apple Products with Special Reference to Malwa Region (Punjab), International
Journal of Management, Technology and Engineering, ISSN NO- 2249-7455.
 Revathy Rajasekaran, S. Cindhana and C. Anandha Priya (2018), Department of Management
Studies, V.V Vanniaperumal College for Women, India “Consumers Perception and Preference
towards Smartphone’’.
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