Authors: A.Keerthana, Assistant Professor Ms. A. Jannathul Firthoes
Abstract: This study investigates consumer satisfaction towards smartphones, focusing on key factors influencing their purchasing decisions and post-purchase experiences. Using a mixed- method approach, a survey was administered to a diverse sample of smartphone users to gauge their satisfaction levels across various dimensions, including performance, design, price, brand reputation, customer service, and features such as battery life, camera quality, and software usability. The findings reveal that performance, camera quality, and brand reputation are the most significant factors driving consumer satisfaction. Price sensitivity was also a notable determinant, especially among younger and budget- conscious users. Additionally, the study highlights a growing preference for eco-friendly and sustainable smartphone options, alongside concerns about data privacy and software updates. The statistical tools used in this study are Simple percentage, Descriptive analysis, Rank analysis, ANOVA, T-test and Regression analysis. The concept of consumer satisfaction has attached much attention in recent years. Organizations that try to analyze this concept should begin with an understanding of various customer satisfaction methods. They are living in world which is totally networked with the communication. With the advent of fast technology, the world has become a global village. Recent developments in mobile technologies have produced a new kind of device, a programmable mobile phone, the smart phone. Generally, smart phone users can program any application which is customized for needs. Furthermore, they can share these applications in online market. Therefore, smart phone and its application are now most popular keywords in mobile technology. The results suggest that manufacturers should prioritize innovation, user- friendly interfaces, and after-sales services to maintain competitive advantage and foster brand loyalty. The study concludes with recommendations for smartphone brands to align product offerings with evolving consumer expectations and preferences, ensuring long-term customer satisfaction and market success.
