Analysis of product quality,customer satisfaction and customer loyalty of smart phone
|關鍵字:||產品品質;顧客滿意度;顧客忠誠度;多變量分析;Product quality;Customer satisfaction;Customer loyalty;Multivariate analysis|
The rapid growth of the smart phone market brings huge profit to smart phone companies. In order to increase the competitiveness ability, smart phone companies need to continuously upgrade their smart phones. In addition, smart phone companies must also enhance their product quality, customer satisfaction and customer loyalty. Consequently, integrating the product quality, customer satisfaction and customer loyalty of smart phones become an important issue. By doing so, customer expectation of the quality of smart phone can be improved efficiently. The goal of this study is to develop a questionnaire to explicitly measure product quality, customer satisfaction and customer loyalty of smart phones. By employing factor analysis, the questions related to product quality is reduced to seven quality perspectives, including features, reliability and durability, aesthetics, perceived quality, performance, serviceability and conformance. Regression analysis is utilized to study the relationship between product quality, customer satisfaction and customer loyalty of smart phones. The results indicate that the product quality of smart phone has significant influence on customer satisfaction. Also customer satisfaction has significant influence on customer loyalty. Through cluster analysis, it appears that many users of Samsung smart phones satisfied the look of their smart phones. However, as long as the selling price of Samsung smart phone rises, the users may not repurchase the same phone. Lots of Sony and HTC smart phone users did not satisfy the speed of their smart phone system. Many Apple smart phone users have quite high satisfaction with their phones.