A STUDY ON CUSTOMER SATISFACTION TOWARDS

SMARTPHONE SERVICES

ABSTARCT:
Customer satisfaction towards smartphone services has become an
essential focus for businesses in the mobile industry. This aspect of
customer experience encompasses a range of factors, including but not
limited to, the quality and reliability of the service, the range of features
and applications available, customer support and service, pricing and
value for money, network coverage and internet speed, as well as the
overall user experience of the [Link]—significantly
affects customer satisfaction. company invest in research and
development to innovate and improve their products and services.
Additionally, effective communication with customers, personalized
services, and loyalty programs are strategies used to enhance customer
satisfaction and loyalty.

1.1 INTODUCTION:

Customer satisfaction is one of the most important issues concerning

business organizations of all types, which is justified by the customer
orientation Philosophy and the main principles of continuous
improvement of modern enterprises. Customer is an individual or
business that purchases the goods or services produced by a business. The
client is the end goal of businesses, since it is the customer who pays for
supply and creates demand. Businesses often follow the adage that "the
customer is always right" because happy customers will continue to buy
goods and services. In today’s competitive business environment,
customer satisfaction is an increasingly important component of an
effective organization.

Customer satisfaction is a key component of a successful and prosperous

organization. It has been linked to higher profit margins and greater
employee satisfaction, customer loyalty, customer retention, and repeat
purchases. When measured in financial terms, it is easy to see why
customer satisfaction should become the foundation to all other measures
of business performance. Satisfied customers will return to buy more,
recommend you to others, cost less to sell to, and cost less to service. In
short, organizations that actively manage customer satisfaction are
actively managing their ongoing profitability.

Customer satisfaction is important because it provides marketers and

business owners with a metric that they can use to manage and improve
their businesses. Building customer relationships is one of the customer
retention strategies used to improve customer service and reduce
customer churn. The problem is that customer satisfaction is seldom
expressed in financial terms.

Many market research companies agree that even “satisfied customers”

will defect. Therefore, this study concerns on customer satisfaction to
meet customer needs to make customers loyal and retain them for better
profit in today’s modern [Link] availability of innovative features
and a wide range of applications that meet the users’ needs and
preferences also play a crucial role in enhancing customer satisfaction.
This includes the ease of use, the intuitiveness of the user interface, and
the ability to customize the smartphone experience. Efficient, accessible,
and helpful customer support is critical. Whether it’s dealing with
technical issues, billing inquiries, or general customer service, the quality
of support provided can significantly impact customer perceptions and
satisfaction.

Efficient, accessible, and helpful customer support is critical. Whether it’s

dealing with technical issues, billing inquiries, or general customer
service, the quality of support provided can significantly impact customer
perceptions and satisfaction. Customers are increasingly price-sensitive
and look for products that offer good value for their money. This includes
not only the cost of the smartphone itself but also the associated costs of
services such as data plans, calling packages, and any additional fees.

For most users, smartphones are their primary gateway to the internet.
Thus, consistent network coverage and high-speed internet access are
significant factors that influence customer satisfaction. Poor signal
strength or slow data speeds can lead to frustration and dissatisfaction.
Understanding customer expectations is vital for assessing satisfaction
levels. Studies explore how well smartphone services meet or exceed
customer expectations and the impact on satisfaction and loyalty.
Understanding and managing customer expectations is vital. Research
explores how expectations are formed and the gap between expected and
perceived [Link] often use the Expectation-Disconfirmation
Theory, where satisfaction is viewed as the result of the difference
between expected service and perceived service

1.2 STATEMENT OF THE PROBLEM:

Technology is not always perfect, so you can experience different

problems that you can solve by yourself. Cell phones may present faults
some times and we know it can be a very stressful situation. That is why
we decided to make a top 20 of the most common mobile phone problems
and their solutions, so you can solve them without losing your head –and
your money. There are some common problems faced by the smartphone
users and they are solved by smartphone service providers.

1.3 OBJECTIVES OF THE STUDY:

 To identify the brand of Smartphone preferred by the respondents

 To analyse the satisfaction of the consumers towards Smartphone
usage
 To compare the satisfaction score among selected demographic
variables.

1.4 SCOPE OF THE STUDY

This current study is based on the customers satisfaction towards

smartphone services in the smartphone service industry. Based on the
study it is believed that there is main roleplay in the smartphone service
industry. Many organizations simply categorize customer satisfaction
measurement as a form of “marketing intelligence” instead of using it as a
management tool to build the customer into their quality improvement
processes and increase profit. As a result, companies often know the of
providing good service, but they rarely know the cost of providing bad
service.
1.5 RESEARCH METHODOLOGY

Research methods are tools and techniques by which you research a

subject or a topic. Research methodology involves the learning of various
techniques to conduct research and acquiring knowledge to perform tests,
experiments, surveys, and critical analysis.

RESEARCH DESIGN

A research design is a blue print for fulfilling objective and answering

questions. “A research design is the arrangement of conditions for
collection and analysis of data in a manner that aims to combine
relevance to the research purpose with economy in procedure”. The study
notches the customer satisfaction towards smartphone services.

SAMPLE DESIGN

Simple random sampling is the type of probability sampling in which the

researcher randomly selects a subset of participants from a population.

SAMPLE SIZE

The sample size of the research is 100 respondents. The sample size is an
optimum size taken in the total population.

TOOL USED

The tools for the research are in percentage analysis.

SIMPLE PERCENTAGE METHOD ANALYSIS

This is a method to compare two or more serious of data. It identifies the

relationship between the data.

Simple average analysis- Number of respondents/Total number of

respondents X 100
METHODS OF DATA COLLECTION

1.12.1 PRIMARY DATA

Primary data refers to the data directly collected by the

researcher for the purpose of data analysis and interpretation.

1.12.2 SECONDARY DATA

Secondary data are the data already been collected and analyzed by
someone else. Those data may either be published or unpublished
1.6 CHAPTER SCHEME

CHAPTER 1

It deals with the introduction and design of the study

CHAPTER 2

It deals with the review of literature

CHAPTER 3

It deals with the company profile of the study

CHAPTER 4

It deals with the analysis and data interpretation

CHAPTER 5

It deals with the findings suggestions and conclusion

 REVIEW OF LITERATURE

2.1 REVIEWS

Oliver (1987) defined Customer satisfaction as an

outcome of a purchase/usage experience would appear to be an important
variable in the chain of purchase experience linking product selection
with other post purchase phenomena including favorable word- ofmouth
and customer loyalty.

Terblanche And Boshoff(2001) assessed the influence of

certain factors on customer's level of satisfaction in their study. It has
been found that service quality, product quality and product varieties are
the three dimensions that influence customer satisfaction.

Ching-chow Yang(2003) stated that customer

satisfaction measurement highlights the strength and the area of
improvement in the quality of product. Continuous improvement is
considered one of the important quality activities for a firm to pursue the
best quality for its products. Through the continuous improvement
actions, the enterprise can increase customer satisfaction and raise profits.

Butt and Run (2008) determined the factors that

contributed towards consumer satisfaction in Pakistani mobile cellular
[Link] satisfaction of cellular phone users in Pakistan
consisted of four factors including price, transmission quality, usage ease
and service support.

Shakir Hafeez and S.A.F. Hasnu (2010) in their article

titled, “Customer satisfaction for cellular Phones in Pakistan: A Case
Study of Mobil ink” have studied that Customer satisfaction is a crucial
element for the success of all businesses. One of the biggest challenges
for a market is how to satisfy and retain the customers. Overall customer
satisfaction and customer loyalty is comparatively low among the
consumers. The customer loyalty in mobile sector is relatively low
because it is an emerging industry. New players are entering in this
market and customers are more fascinated to try the new service
providers.

[Link] and Jegadesh Kannan (2010) “Conducted a

Study on Customer Satisfaction towards BSNL in Madurai City”. The
study mainly concentrates on general Price level, quality and Overall
satisfaction about BSNL

Vipan Bansal and Bindu Bansal (2013) [1] “Have

studied the Customer satisfaction of mobile phone service users operating
in Malwa Punjab” This paper is used to trace the reason for purchasing
mobile phones and usages of mobile phone applications. This study
revealed that SMS is the most widely used Valued Added Service. The
results revealed that most of the respondents were satisfied with their
current service provider show maximum willingness for shifting to Airtel.

Dr. T. N. R. kavitha and Mr. R. Mohana Sundaram

(2014) [2] their study entitled “A Study on Customer Satisfaction towards
Samsung Mobile Phone in Erode City”. This paper carried out with an
objective to determine the consumer preference and satisfaction. This
paper concentrated on one particular mobile phone brand called Samsung
and its price, quality, colour, and satisfaction level.

Uchin Lee, et al. [3] have studied the negative aspects

of smarphone overuse on young adults, such as sleep deprivation and
attention deficits, are being increasingly recognized recently. This
emerging issue motivated us to analyse the usage pattern related to
smartphone overuse. The paper is also analysed the usage data of identify
between group usage differences, which range from the overall usage
patterns to app-specific usage pattern.

Abdalla Nayef Al-Refai and Nor Azila Bt Mohd

Noor (2014) in their article entitled,“ The Influence of the Trust on
Customer Satisfaction in Mobile Phone Market: An Empirical
Investigation of mobile phone Market” have focused on the impact of
trust on customer Satisfaction in mobile phone sector. The findings of the
study have substantiated the significant impact of trust on customer
satisfaction in mobile phone market.

[Link] and Mr.R. Mohana Sundaram(2014) in their study

entitled “A Study on Customer Satisfaction towards Samsung Mobile
Phone in Erode City”.This paper carried out with an objective to
determine the consumer preference and satisfaction. This paper
concentrated on one particular mobile phone brand called Samsung and
its Price, quality, colour and satisfaction [Link] findings of the study is
all customers are satisfied with after sale service of Samsung mobile
brand.

Rishi krish et al. (2003) conducted the study to

investigate the determinants of customer satisfaction in
telecommunications sector in Pakistan using 250 customers in Pakistan.
The results of their study show that customer services and price fairness
have a positive relationship with customer satisfaction. The results
further show that independent variables not only influence dependent
variable but complement each other in that if customer services are of
good quality, then customers will be willing to pay more for the services
provided.
Nipotin . (2004) applied the SERVQUAL model to
examine the relationship between service quality and customer
satisfaction on customer loyalty with regards to mobile phone usage
among the postgraduate students of a university in Northern Malaysia.
The sample size of 341 randomly selected students was used in the
study. The results reveal that both service quality and customer
satisfaction significantly affect the level of customer loyalty of mobile
cell phone users in Malaysia. This result is similar to that of Cronin and
Taylor (1992).
Hari prasad and sivakumar (2005) examined
service quality and customers preference of cellular mobile service
providers in India, using 125 cell phone users. The study found that
consumers’ perception varied in accordance with the communication
quality, call service, price, customer care and service provider’s quality.
The study found that price has significant positive impact on consumers’
perception of a telecommunication service provider. They also suggest
that price, service quality, product quality, and promotional offer play an
important role when consumers choose telecommunication service
provider

Anshif (2006) conducted the study in Lesotho to

measure the dimensions of service encounters as perceived by VCL
customers, using a sample size of 315. The results of correlation
analysis indicate that both the quality of network coverage and
professionalism of staff are very important in determining the overall
customer satisfaction with the services they receive from VCL service
centres. Furthermore, the study reveals that the areas that were not
performing well include service delivery speed, professionalism of staff,
quality of network coverage and courtesy of employees. Overall, the
respondents were satisfied with the services delivered to them by VCL
and said that they would recommend VCL to their friends.
Shesha and Ravi kumar (2007) examined the
customer satisfaction of the telecommunications service in Kurdistan
region of Iraq using a sample of 1458 mobile phone users. The study
used a discrete choice methodology to test the three models for user
satisfaction: Binomial logit model for overall satisfaction, and
multinomial logit model for brand use and for handset preferred
features. The findings show that variables that influence customer
satisfaction include network quality, demographic variables and price of
the purchased service. The results further highlighted that males and
older people are likely to be more satisfied.
Yamada and Yakumea (2008) investigated the
determinants of customer satisfaction by interviewing 400 mobile phone
users in Thailand. The results of their study revealed that promotional
value, quality of customer service at shops and corporate image play the
most important role in determining customer satisfaction. Similarly,
Alom et al. (2010) interviewed 60 university students in Bangladesh
who were also mobile phone subscribers to identify the determinant
factors in selecting mobile service providers. Results of their study
showed that two factors, brand image and perceived call rate have the
most influence on the consumers’ selection decision of a mobile service
provider in Bangladesh.
Armin and Bernard (2009) carried out in Germany
using a structural equation modeling approach, researchers found that
customer retention, customer loyalty and customer satisfaction are
important goals for the telecommunications operators in the German
mobile telecommunications market. Results further shows that network
quality, assessment of price and personal benefits had positive and
significant effect on customer satisfaction. On the other hand mobile
service price, personal service benefit perceptions and number
portability had the strongest effects on customer retention as well.
Felicia . (2010) carried out a study in Ghana to assess
and analyse overall customer satisfaction with service quality delivered
by mobile telecommunication networks in Ghana based on a sample of
1000 mobile phone subscribers. The results of the study indicate that
male customers are significantly more satisfied with their service
providers than the female customers. These results imply that gender is
a valid variable that can be used by service providers as basis for market
segmentation in Ghana. The result of this study is consistent with the
findings of Samuel (2006) in Nigeria.
Omotayo and Joachim (2011) attempted to find the
relationship between customer services and Customer retention in
telecommunication industry in Nigeria using a sample of 150 mobile
phone users. Their study examined the potential constructs in customer
retention by investigating the chain of effects of retention from customer
service, satisfaction, value and behavioural intention. The hypotheses
were supported indicating strong relationship between customer service,
satisfaction and retention in the communication industry in Nigeria.
Theory states that when the Customer is satisfied, then loyalty towards
the telecommunications
Hafeez e. (2012) conducted the study to investigate
the determinants of customer satisfaction in telecommunications sector
in Pakistan using 250 customers in Pakistan. The results of their study
show that customer services and price fairness have a positive
relationship with customer satisfaction. The results further show that
independent variables not only influence dependent variable but
complement each other in that if customer services are of good quality,
then customers will be willing to pay more for the services provided.
Miguel. (2013) applied the SERVQUAL model to
examine the relationship between service quality and customer
satisfaction on customer loyalty with regards to mobile phone usage
among the postgraduate students of a university in Northern Malaysia.
The sample size of 341 randomly selected students was used in the
study. The results reveal that both service quality and customer
satisfaction significantly affect the level of customer loyalty of mobile
cell phone users in Malaysia. This result is similar to that of Cronin and
Taylor (1992).

Arees and Ram prasad (2014) examined service

quality and customers preference of cellular mobile service providers in
India, using 125 cell phone users. The study found that consumers’
perception varied in accordance with the communication quality, call
service, price, customer care and service provider’s quality. The study
found that price has significant positive impact on consumers’
perception of a telecommunication service provider. Haque et al. (2010)
also suggest that price, service quality, product quality, and promotional
offer play an important role when consumers choose telecommunication
service provider.
Yor and Anya (2015) conducted the study in Lesotho
to measure the dimensions of service encounters as perceived by VCL
customers, using a sample size of 315. The results of correlation
analysis indicate that both the quality of network coverage and
professionalism of staff are very important in determining the overall
customer satisfaction with the services they receive from VCL service
centres. the study reveals that the areas that were not performing well
include service delivery speed, professionalism of staff, quality of
network coverage and courtesy of employees. the respondents were
satisfied with the services delivered to them by VCL.
Ithamshea and Thayyak (2016) examined the
customer satisfaction of the telecommunications service in Kurdistan
region of Iraq using a sample of 1458 mobile phone users. The study
used a discrete choice methodology to test the three models for user
satisfaction: Binomial logit model for overall satisfaction, and
multinomial logit model for brand use and for handset preferred
features. The findings show that variables that influence customer
satisfaction include network quality, demographic variables and price of
the purchased service. The results further highlighted that males and
older people are likely to be more satisfied.
kulthanit and ongcarn (2017) investigated the
determinants of customer satisfaction by interviewing 400 mobile phone
users in Thailand. The results of their study revealed that promotional
value, quality of customer service at shops and corporate image play the
most important role in determining customer satisfaction. Similarly,
Alom et al. (2010) interviewed 60 university students in Bangladesh
who were also mobile phone subscribers to identify the determinant
factors in selecting mobile service providers. Results of their study
showed that two factors, brand image and perceived call rate have the
most influence on the consumers’ selection decision of a mobile service
provider in Bangladesh.
QUESTOINNAIRE

Customer Satisfaction Towards Smartphone Services

1. How often do you upgrade your smartphone?
- A. Every year
- B. Every two years
- C. Every three years
- D. Less frequently than every three years

2. Which factor influences your choice of smartphone the most?

- A. Brand reputation
- B. Price
- C. Features and specifications
- D. Recommendations from friends or family

3. What aspect of smartphone usage is most important to you?

- A. Battery life
- B. Camera quality
- C. Internet speed
- D. User interface

4. How satisfied are you with the durability of your smartphone?

- A. Very satisfied
- B. Satisfied
- C. Neutral
- D. Dissatisfied
- E. Very dissatisfied

5. Which smartphone feature do you prioritize the most?

- A. Security features (e.g., fingerprint scanner, facial recognition)
- B. Screen size and display quality
- C. Storage capacity
- D. Performance (e.g., processor speed, RAM)

6. How satisfied are you with the variety of apps available for your
smartphone’s operating system?
- A. Very satisfied
- B. Satisfied
- C. Neutral
- D. Dissatisfied
- E. Very dissatisfied
7. Which aspect of smartphone service provider would you prioritize
when choosing a plan?
- A. Network coverage
- B. Data plans and pricing
- C. Customer service quality
- D. Additional perks and benefits (e.g., streaming services, discounts)

8. How satisfied are you with the customer support provided by your
smartphone service provider?
- A. Very satisfied
- B. Satisfied
- C. Neutral - D. Dissatisfied- E. Very dissatisfied

9. How important is it for you to have regular software updates on your

smartphone?
- A. Very important
- B. Important
- C. Neutral
- D. Not very important
- E. Not important at all

10. Which factor would make you consider switching to a different

smartphone brand?
- A. Better camera technology
- B. Longer battery life
- C. Faster performance
- D. More affordable price

11. How satisfied are you with the accessibility features (e.g., screen
readers, magnification gestures) on your smartphone?
- A. Very satisfied
- B. Satisfied
- C. Neutral
- D. Dissatisfied
- E. Very dissatisfied

12. How often do you use mobile payment services (e.g., Apple Pay,
Google Pay) on your smartphone?
- A. Daily - B. Weekly
- C. Monthly
- D. Rarely or never
13. How satisfied are you with the availability of accessories and
peripherals for your smartphone (e.g., cases, chargers, headphones)?
- A. Very satisfied - B. Satisfied
- C. Neutral - D. Dissatisfied - E. Very dissatisfied

14. How likely are you to recommend your current smartphone to a friend
or family member?
- A. Very likely
- B. Likely
- C. Neutral
- D. Unlikely
- E. Very unlikely

15. How satisfied are you with the ease of transferring data and files
between your smartphone and other devices (e.g., laptop, tablet)?
- A. Very satisfied
- B. Satisfied
- C. Neutral
- D. Dissatisfied - E. Very dissatisfied

16. How important is it for you to have access to the latest smartphone
models as soon as they are released?
- A. Very important
- B. Important
- C. Neutral
- D. Not very important
- E. Not important at all

17. How satisfied are you with the customization options available on
your smartphone (e.g., wallpapers, themes, widgets)?
- A. Very satisfied
- B. Satisfied
- C. Neutral
- D. Dissatisfied
- E. Very dissatisfied

18. How often do you experience software bugs or glitches on your

smartphone?
- A. Frequently
- B. Occasionally
- C. Rarely
- D. Never
19. How satisfied are you with the overall value for money provided by
your smartphone?
- A. Very satisfied
- B. Satisfied
- C. Neutral
- D. Dissatisfied
- E. Very dissatisfied

20. How likely are you to continue using smartphones from your current
brand in the future?
- A. Very likely
- B. Likely
- C. Neutral - D. Unlikely - E. Very unlikely