There is no doubt that smart phones dominant in the technology market as people depend on it in their daily lives. Especially in a fast-paced society of that in Singapore, where the demand for smart phones is ever increasing to meet and satisfy new needs of consumers, the high-end smart phone makers are struggling to keep up with such demands. Samsung has successfully penetrated the market to be one of the leading smart phone brands globally. Known for its cutting edge technology, Samsung is able to keep up with demands of consistently upgrading their products and phone models to push the standards of expectations of consumers in the market today. In order to maintain their position on top, it is imperative for Samsung to remain competitive in the industry so as to move forward and leave competitors as far back in the race as possible. Through the measure of the customer satisfaction level towards Samsung’s smart phones, Samsung will prove if they are indeed a strong and competitive contender in today’s market.
There were two main objectives and key hypotheses going in to this study. First of which was to understand what are the factors influencing customers’ satisfaction level towards Samsung smart phone. And if the key factor identified are significant to the overall satisfaction of the smart phones. H1: The level of satisfaction on features is significantly related to the overall satisfaction of a Samsung smart phone. The Pearson Correlation analysis proved that there was a positive correlation of the satisfaction level on features of the smart phone and its overall satisfaction. Thus, the higher the satisfaction level of the phone’s features, the increase in overall satisfaction of the smart phone. Next was to analyze if Samsung smart phone users are likely to repurchase Samsung smart phones based on their overall level of satisfaction. H2: There is a significant relation between the overall customer satisfaction level and customer’s decision making to repurchase a Samsung brand smart phone With the analysis of Pearson Correlation it was also proved that there was a significant relation between the overall satisfaction level and the Samsung users’ decision to repurchasing the same brand of smart phone. As the result was a high positive correlation, it is shown that the higher the overall satisfaction, the higher likelihood of repurchase decision making to repurchase the same brand of Samsung smart phones. Having the objectives and hypotheses proven it is safe to say that Samsung is able to take full advantage of the relationship between the satisfaction on its features, to increase overall satisfaction, which will then lead to higher chances of Samsung users repurchasing the brand of smart phones. Using the relationship mentioned above, we are highly recommending 2 key elements to further enhance features of the phone. First of which is an in-built projector which has not been launched or released in the market at this present moment. And the other recommendation is a solar chargeable feature that allows charging of the phone in broad daylight with no electrical source. We strongly believe that our research will bring Samsung to greater heights through increasing consumer satisfaction, as well as bringing the company further to an innovative future.
Smart phones have become an essential product of our daily lives, and its demand has become increasingly high. In this fast paced society we live in now, especially in Singapore, the high-end smart phone makers are struggling to keep up with such demands. a.
Statement of the Problem
Samsung has gradually become one of the market leaders globally. Samsung is known for its cutting edge technology, a variety of smart phone series that caters to different tiers of consumers with different spending power, and their consistent launches of new models. Thus, it is imperative for Samsung to remain competitive in the industry so as to move forward and...
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