Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/311487 
Authors: 
Year of Publication: 
2017
Citation: 
[Journal:] Journal of Marketing and Consumer Behaviour in Emerging Markets (JMCBEM) [ISSN:] 2449-6634 [Issue:] 1 [Year:] 2017 [Pages:] 15-28
Publisher: 
University of Warsaw, Faculty of Management, Warsaw
Abstract: 
Continuous innovations of smartphone attributes and increasing product usage call for better understanding of the attributes that matter most to customers. This study employs Kano's model for classifying smartphone attributes into various categories and examines the influence of those attributes on the satisfaction of smartphone users. Based on consumer evaluation of the latest and general smartphone attributes, the analysis in this study indicates various levels of satisfaction and dissatisfaction with each attribute. Specifically, our findings reveal merely three categories of Kano's classification, and "one-dimensional" or performance attributes have higher influence on customer satisfaction as compared with "attractive" ones. These findings provide implications for further product improvement efforts to consider not only technological capabilities but also to prioritize the attributes that are highly expected by customers. The majority of the respondents in this study include the younger consumer segment and heavy smartphone users, thus limiting generalization of the results to other contexts. Further research should consider respondents across segments and/or in a specific market, and extend the focus beyond product attributes so as to include user experiences and explicit product benefits.
Subjects: 
quality attribute
customer satisfaction
Kano's model
convergent product
JEL: 
M31
M15
L96
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-nc-nd Logo
Document Type: 
Article

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.